Eye-Tracking Menus Let You Order Pizza Without Thinking About It

Sure, you could order a pizza instantly through your Xbox, or by using hand gestures on an interactive tabletop at the restaurant. But what if you don’t know what you want? Well, Pizza Hut wants to help you by reading your subconscious mind, and it’s not creepy at all.

The Hut’s new tablet-based menu displays 20 ingredients, and tracks the movement of your eyeballs to see where they linger longest. (Are you a vegetarian with a forbidden craving for pepperoni? You can’t hide your dirty little secret from this app.) After analyzing your eye movements for less than three seconds, the tablet will select your toppings (extra cheese?) before your better judgment can kick in. But if you don’t like the automatically generated pizza, you can stare at the restart button to start the process all over again.

A video from Tobii, the makers of the eye-tracking technology, says “it’s like magic, but without the weirdness!”


The Washington Post reports that Pizza Hut has been testing the new tech in 300 locations across the U.K. Apparently 98 percent of customers are satisfied with it.

No word yet on whether or when the mind-reading menus will hit U.S. restaurants.