Pizza Hut Flirts With Eye-Tracking Menu Technology, Will Other Brands Follow?

Piz­za Hut’s tablet-based Sub­con­scious Menu will track eye move­ments to iden­ti­fy a customer’s per­fect piz­za from 4,896 pos­si­ble com­bi­na­tions.

Lisa Lacy By Lisa Lacy. Join the discussion » 0 comments

Piz­za Hut is work­ing with a Swedish eye-track­ing tech­nol­o­gy com­pa­ny Tobii to design a tablet-based menu that will track users’ eye move­ments to rec­om­mend per­fect piz­zas. The brand says it wants to “cre­ate new and inno­v­a­tive din­ing expe­ri­ences” and the firm insists eye-track­ing will even­tu­al­ly change the way con­sumers inter­act with all devices. To date, many eye-track­ing appli­ca­tions have been in the med­ical field, but with the release of what Tobii calls the “the world’s first eye-track­ing device for con­sumers” slat­ed to come in ear­ly 2015, does that mean eye-track­ing appli­ca­tions will soon become the next big thing in brand­ed mobile expe­ri­ences?


Any­one who has strug­gled to decide what to order at a restau­rant is in luck. At least at Piz­za Hut loca­tions in the UK.

Eye-track­ing com­pa­ny Tobii Tech­nol­o­gy and Piz­za Hut have teamed up to cre­ate what they have dubbed the world’s first “Sub­con­scious Menu,” which is designed to “intu­itive­ly rec­og­nize what [con­sumers] want, even when they don’t know them­selves.”

The Sub­con­scious Menu is a pro­gram on a Microsoft Sur­face Pro Tablet, which uses Tobii EX eye track­ing tech­nol­o­gy and will be avail­able in 2015, accord­ing to a Piz­za Hut rep in the UK.

The menu is com­plete­ly con­trolled by cus­tomers’ reti­nas and fea­tures images of the 20 ingre­di­ents most com­mon­ly found in Piz­za Hut loca­tions in the UK, such as pep­pers, chori­zo, pep­per­oni, and chick­en, accord­ing to a press release.

In 2.5 sec­onds, the Sub­con­scious Menu knows which ingre­di­ents a con­sumer has been look­ing at longest on the tablet and the menu uses an algo­rithm to iden­ti­fy that customer’s per­fect piz­za from 4,896 pos­si­ble ingre­di­ent com­bi­na­tions.

Basi­cal­ly it does a quick cal­i­bra­tion of your eyes and then tracks where you look to work out what your eyes lin­gered on the most,” accord­ing to a rep for Tobii.

The press release also says tests on the Sub­con­scious Menu have been “incred­i­bly pos­i­tive with 98 per­cent of peo­ple rec­om­mend­ed a piz­za with ingre­di­ents they love.”

How­ev­er, the release notes, if a con­sumer isn’t hap­py with the rec­om­mend­ed piz­za, he or she can start the process again by look­ing at the restart but­ton.

The Sub­con­scious Menu will roll out “nation­wide to every refur­bished restau­rant in the UK” and will take six months to build over­all, the release says. The Piz­za Hut rep says it is still in the tri­al phase and is not yet avail­able in restau­rants, but notes the brand seeks to “cre­ate new and inno­v­a­tive din­ing expe­ri­ences” and is hop­ing the tech­nol­o­gy will help it con­nect with young peo­ple and fam­i­lies.

The Tobii rep says the firm has a kit avail­able for devel­op­ers who want to inte­grate eye-track­ing into their apps and games, not­ing this is the same tech­nol­o­gy used on the Piz­za Hut tablet.

This is a fun and inno­v­a­tive way of using new tech­nol­o­gy in every­day life,” the rep said. “Eye track­ing will change the way we inter­act with any device in the future, not only when order­ing piz­za.” The Tobii rep also says the Piz­za Hut part­ner­ship is part of the firm’s tech divi­sion, which is work­ing on devel­op­ment and inte­gra­tion into con­sumer prod­ucts. He notes the firm will release “the world’s first eye-track­ing device for con­sumers” in ear­ly 2015 along with its part­ner, gam­ing gear man­u­fac­tur­er SteelSeries.

In Jan­u­ary, the brands announced their intent to do so, say­ing, “The eyes are used to sig­nal intent and inter­est, guide your actions, aim, express emo­tions and more. This extreme­ly pow­er­ful dimen­sion of inter­ac­tion enabled by eye track­ing opens up rich­er and more immer­sive gam­ing sce­nar­ios with games that respond to the play­er in ways that until now have not been pos­si­ble.”

Per Tobii, this “rich­er gam­ing expe­ri­ence” includes more nat­ur­al inter­ac­tion, as well as allow­ing gamers to reveal inten­tions, aim at gaze point and move as in real life.

Eye track­ing capa­bil­i­ties offer game devel­op­ers a new, cre­ative approach to game devel­op­ment. It becomes a tru­ly immer­sive expe­ri­ence for play­ers,” said SteelSeries CEO Bruce Hawver in a state­ment.

The Tobii rep said the firm has worked in per­son­al com­put­ing, as well as in research, and it has enabled com­mu­ni­ca­tion for thou­sands of peo­ple with spe­cial needs. That includes for­mer New Orleans Saints play­er Steve Glea­son, who the rep says is a Tobii device user and was fea­tured in a Microsoft ad for the Super Bowl.

https://youtube.com/watch?v=JObFlEvc-Eg

Tobii has also worked with med­ical and indus­tri­al dis­play provider ESINOMED to launch Eye­SeeMed, an eye-track­ing prod­uct that inte­grates with hos­pi­tal PACS sys­tems to give sur­geons hands-free access to imag­ing and patient data in ster­ile sur­gi­cal envi­ron­ments; and well as Synap­tics, which devel­ops human inter­face prod­ucts for con­sumer elec­tron­ics, on a new pro­to­type lap­top.

Lisa Lacy

Written by Lisa Lacy

Lisa is a senior features writer for Inked. She also previously covered digital marketing for Incisive Media. Her background includes editorial positions at Dow Jones, the Financial Times, the Huffington Post, AOL, Amazon, Hearst, Martha Stewart Living and the Dian Fossey Gorilla Fund.

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