Subconscious menu makes ordering pizza into new experience

Subconscious menu makes ordering pizza into new experience

Pizza Hut has unveiled a new way of ordering pizza via a “subconscious menu”, taking eye movement, and putting it to a whole new level.

The number two most profitable pizza restaurant in the world has since October of 2014 been testing a special eye-tracking tablet with some of the diners of its 300 locations across the United Kingdom. The digital menu shows diners a canvas of 20 toppings and builds their pizza, from one of 4,896 combinations, based on which toppings they looked at longest. To try again, a diner can glance at a “restart” button.

The menu was built by Tobii Technology, a Swedish-based eye-tracking firm. It took six months of retina scanning development and “psychological research” in order to get this product in the locations, according to Tobii Technology.

For now, this feature is only available in the U.K., but Pizza Hut has stated that a potential expansion to the United States could be in the works, depending on how successful the U.K. systems are.

So far, the Brits are enjoying this new product. According to London Post, 98 percent of customers of the subconscious menu were satisfied with their pizzas that were given to them.

Some competition was in the way, however. Domino’s, the number one most profitable pizza restaurant in the world has made a deal with Microsoft, regarding Xbox One’s and ordering pizza. On every Xbox One, the diner can say “Xbox, order Domino’s”. After those words are said, it will pull up a screen with a plain pizza, and using the Xbox controller, the diner can choose whichever toppings they want.

But the digital menus were not just for pizza. McDonald’s expanded an experimental tablet-ordering system across restaurants in California in Sept. 2014. Chili’s, the nationwide Tex-Mex chain, became a technology-filled restaurant when sales increased over seven percent this summer when it installed 45,000 tabletop tablets in restaurants nationwide.

Even if its “subconscious menu” is never fully actualized, Pizza Hut could benefit from looking like it’s as digitally savvy as rival Domino’s.

David C. Novak, the chief executive of Yum! Brands, the outspoken owner behind Taco Bell, KFC and Pizza Hut, said in an interview with The Washington Post, “Our goal is to not only catch the competition on the digital front, but to surpass it in 2015.”