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Tobii Technology AB
Box 743S-182 17 DanderydSweden
phone: +46 8 663 69 90fax: +46 8 30 14 00www.tobii.com
Order a Pizza with Your Mind and Eyes Using Pizza
Hut Restaurants Subconscious Menu by Tobii Eye
Tracking
STOCKHOLMNovember 28, 2014 Tobii Technology,the global leader in
eye tracking, and Pizza Hut
Restaurants today release footage of the World's first
Subconscious Menu, designed to intuitively
recognize what the user really wants, even when the user doesnt
know themselves.
The new Pizza Hut Restaurants digital menu has been developed by
Tobii in partnership with Pizza Hut
and is rolling out nationwide to every refurbished restaurant in
the UK. This digital menu could change
the dining experience forever.
Taking 6 months to build, the innovative menu, which is
completely controlled by the customer's retina,features images of
20 mouthwatering ingredients most commonly found across all of
Pizza Hut
Restaurantsfamous pizzas e.g. fresh peppers, chorizo, pepperoni,
chicken. In exactly 2.5 seconds, the
Subconscious Menu knows which ingredients your mind and eyes
have been looking at longest. The menu
then uses a powerful mathematical algorithm to identify, from
4896 possible ingredient combinations,
the customers perfect pizza.
Tests on the Subconscious Menu have been incredibly positive
with 98% of people, recommended a pizza
with ingredients they love. If the user isnt happy though, they
can easily start the process again with a
quick glance of the re-start button.
Everyone's relationship with food is different, and our
subconscious plays an important role in the foods
we decide to eat. Dr Simon Moore, a chartered consumer
psychologist says We have quite an extensive
subconscious relationship with our food and itscertainly the
case psychologically that "we eat with our
eyes". Quick brain responses are probably hardwired to our
evolutionary survival reflex. We are
automatically drawn to foods that give us more nutritionit is a
safety mechanism weve inherited from
primitive man that still plays a role in our subconscious
decision making, even when we might be choosing
pizza!
Kathryn Austin Head of Marketing, Pizza Hut "We love to excite
and innovate. This year weve redesigned
restaurants up and down the country and launched a brand new
menu with lots tasty new options. But
we dont just want to stop there. We wanted to try a few ideason
the traditional menu format and weredelighted to have developed the
world's first Subconscious Menu, a unique way to reinvent the
dining
experience"
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