Pizza Hut incorporating retina tracking into the ordering process, in what it is calling the first Subconscious Menu.

Powered by Tobii, a Swedish company that specializes in eye-tracking technology, Pizza Hut’s new system presents customers with images of ingredients on a screen. Based on how long a customer’s eyes remain on different items, the system generates an order meant to represent what he or she subconsciously wants.

The Subconscious Menu, which has been under development for about six months and is currently being piloted in the U.K., was selected by Pizza Hut as the method that best leverages technology to improve the experience for customers.

Thanks to Kebmodee for bringing this to the attention of the It’s Interesting community.

http://time.com/3613220/pizza-huts-subconscious-menu/#3613220/pizza-huts-subconscious-menu/