Eye tracking: Not the best way to choose pizza toppings


If you prefer to order your pizza without going through all the trouble of actually speaking, Pizza Hut has just the thing for you — “the world’s first subconscious menu.” You sit down, glance through the menu, and before you say anything or even make a conscious decision, the menu has figured out which toppings you’d like on your pizza and places your order. Pizza Hut recently began testing the technology in some of its United Kingdom restaurants.

This mind-reading menu fuses a tablet computer with an eye tracker. The eye tracker measures your eye movements while you scan through 20 toppings, and decides which of the 4,896 possible combinations you want by measuring the amount of time you spend looking at each one. The tablet lets the diners know what it thinks they want – and waits for conscious approval – before sending the order to the kitchen. Read more…

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