Dive Brief:
- In its latest rollout under a new menu and logo, Pizza Hut is introducing a whole new way to order pizza—the Subconscious Menu.
- The software is powered by Tobii, a Swedish company specializing in eye-tracking technology. This is how it works: When ordering, the system will pick out toppings and other pizza preferences based on how long the eye fixates on an option.
- Don't like the final product your 'subconscious' picked out for you? Don't worry, you can change up any decisions your taste buds wouldn't agree with before placing the order.
Dive Insight:
The Subsonscious Menu is currently in the pilot stages in the U.K. Depending on how successful it goes, an American rollout could be in the cards. Even if it doesn't fully catch on, the Subconscious Menu could be interpreted as Pizza Hut throwing down the gauntlet against rival Domino's—which has prided itself on being the most technologically-savvy pizza chain.
“Our goal is to not only catch the competition on the digital front, but to surpass it in 2015," David C.Novak, chief executive officer of Yum! Brands, the conglomerate behind Pizza Hut, told the Washington Post.