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Brief Published: 8 Dec 2014

Pizza Hut’s Subconscious Menu

Global restaurant giant Pizza Hut is trialling a retina-controlled menu – developed by Swedish eye-tracking tech company Tobii Technology – that claims to be able to create the perfect pizza.

Customers are shown images of the 20 most popular Pizza Hut toppings on offer via a tablet, and the system then generates an order based on the amount of time their eyes lingered on each ingredient.

According to the brand, the process has so far enjoyed a 98% success rate. However, if a customer isn't happy with the "subconscious" selection, they can simply press a restart button to repeat the process. Pizza Hut is currently testing the technology in the UK, with plans for a potential roll-out.

The chain also recently trialled a touchscreen table concept that allowed diners to customise and order their pizzas by swiping through different toppings and sizes on a digital screen embedded into a table. For more on this, see Pizza Hut's Touchscreen Menus.

Considering the wider digital dining trend, smart restaurants are leveraging technology to provide diners with increasingly personalised experiences. US fast-food giant Taco Bell has launched a new app that allows customers to customise their tacos before collecting them from their nearest Taco Bell outpost (as explored in On-The-Go Tech Tacos). Meanwhile, Japanese restaurant Mirai Resu uses iBeacons to trigger virtual menus on the tabletops when customers sit down.

For further examples of interactive tech-based dining experiences, see Future Service: Destination Dining.