Pizza Hut’s new ‘Subconscious Menu’ reads our minds to place pizza order

Monday, December 1st, 2014. Filed under: Destinations Food & Dining Food Videos Home & Garden Online Videos
Pizza Hut's 'Subconscious Menu' ©YouTube/Tobii Eye Experience

Pizza Hut’s ‘Subconscious Menu’
©YouTube/Tobii Eye Experience

(Relaxnews) – Pizza Hut in the UK is bringing new meaning to the expression “we eat with our eyes” after using the latest in eye-tracking technology to create the world’s first ‘subconscious menu.’

Set to roll out across all refurbished restaurants in the UK, Pizza Hut’s Subconscious Menu is designed to intuitively recognize what the user wants before even they know, by recording how long their eyes rest on each image.

After presenting diners with images of 20 pizza toppings — pepperoni, mushroom, pineapple and peppers — the eye-tracking technology records which ingredients the eyes looked at the longest.

In 2.5 seconds, the Subconscious Menu then taps into a mathematical algorithm to identify the kind of pizza the user is ‘subconsciously’ craving, from a possible 4,896 ingredient combinations — perhaps most practical for indecisive restaurant customers who can never quite make up their mind.

According to the Swedish company that developed the menu, Tobii Technology, tests have shown a 98 percent success rate.

Computer misread your subconscious? Toppings can be changed with a quick glance at the restart button.

Simon Moore, a consumer psychologist tapped by Tobii Technology and Pizza Hut, provides a biological explanation to how we choose foods, even pizza toppings.

“Quick brain responses are probably hardwired to our evolutionary survival reflex,” he said in a statement.

“We are automatically drawn to foods that give us more nutrition. It is a safety mechanism we’ve inherited from primitive man that still plays a role in our subconscious decision making, even when we might be choosing pizza.”

It’s unclear how pepperoni contributes to man’s evolutionary existence, but you can watch how the menu works at


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