Pizza Hut will create the perfect pizza for you with eye-tracking technology.

Remember your feelings when you are asked to choose the ingredients for a subway subwoofer? Eyes scatter, I want all the ingredients and sauces at once. As a result, you will, of course, leave a very limited set, but doubts that something is missing or that it was worth something to replace will remain with you. This is normal. This is how human psychology and the body works. In Pizza Hut figured out how to facilitate the choice of the doubters.

The famous pizza chain, together with the Swedish Tobii Technology, is working on the Subconscious Menu (menu for the subconscious), which will understand what ingredients you want to add to your pizza before you understand it yourself.

The thought-reading menu uses eye-tracking technology to fix which of the 20 ingredients offered to choose from the hungry customer wants the most. For this system, only 2.5 seconds is enough. For the ingredients on which the gaze lasts the longest, a smart program will make the perfect combination by analyzing possible 4,896 combinations.
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“We wanted to change the usual approach to working with the menu and we are glad to be the first to propose the idea of ​​a“ subconscious menu, ”says Kathryn Austin, Chief People & Marketing Officer at Pizza Hut Restaurants UK. “This invention will give our guests a unique experience.”

It took six months to develop the technology, and the first tests show that 98% of customers were satisfied with the choice made by the smart system. At the same time, those who disagree with the choice always have the opportunity to try again or make an order using the usual method of communication with the manager. There is a high probability that the technology will take root in the restaurants of the chain.



In fact, the technology is not at all revolutionary. Webmasters and internet marketers have long used the “heatmap” tool to determine the best (read, prompting to target action) combination of elements on the site. Depending on the reaction of users, buttons are swapped, pictures are replaced, text is being rewritten, and so on. But in the new sphere its application looks at least curious.