Pizza Hut ‘Subconscious Menu’ Reads Your Mind

Pizza Hut wants to make it easy. The pizza chain has partnered with eye-tracking firm Tobii Technology to develop what it calls the “world’s first subconscious menu,” designed to recognize what you want, even when you don’t know yourself.

In development for six months, the menu is completely controlled by your retina. In other words, you can now order pizza with your eyes.

All you have to do is follow the Pizza Hut logo with your eyes so the menu can recognize your eye movement. From there, you’ll see a grid of 20 potential toppings on the screen — things like fresh peppers, chorizo, pepperoni, and chicken.

“In exactly 2.5 seconds, the subconscious menu knows which ingredients your mind and eyes have been looking at longest,” Pizza Hut and Tobii said a news release. “The menu then uses a powerful mathematical algorithm to identify, from 4896 possible ingredient combinations, the customer’s perfect pizza.”

The companies said that tests of the new menu have been “incredibly positive” with 98 percent of people happy with their recommended toppings. If you’re not satisfied with the selection, simply glance at the re-start button to start the process again.

The new digital menu is now rolling out to every refurbished Pizza Hut restaurant in the U.K.