The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Pizza Hut Eye Tracking Adtech

Pizza Hut menu can 'guess' what you want based on what you look at


By Ishbel Macleod | PR and social media consultant

November 28, 2014 | 2 min read

Pizza Hut's new digital 'subconscious menu' can predict what you are going to order, the food chain has said.

Pizza Hut eye tracking menu

The menu features 20 different toppings, such as chicken and peppers, and claims that it can tell what users will order after they have looked at the screen for just 2.5 seconds.

Using eye-tracking technology, the device by Swedish company Tobii Technology uses an algorithm to predict what the viewer will choose out of 4896 possible ingredient combinations.

Kathryn Austin, head of marketing at Pizza Hut, said: "We wanted to try a few ideas on the traditional menu format and we’re delighted to have developed the world's first Subconscious Menu, a unique way to reinvent the dining experience."

Still in a trial stage, it has been suggested that the subconcious menu could be rolled out to branches in the future.

Pizza Hut Eye Tracking Adtech

More from Pizza Hut

View all


Industry insights

View all
Add your own content +