Pizza Hut's new app lets customers order with their mind

Marketing team developed a new app that uses eye-tracking technology

Not providing a remedy to consumers
Customers should be put at the center of decision making following a breach. This focus means providing some sort of remedy, including call centers where consumers can voice their concerns and credit monitoring if financial, health or other highly sensitive information is lost.

"Even in incidents that involve less sensitive information, companies should consider other actions or guidance that can be provided to consumers to protect themselves," Bruemmer said.
Not providing a remedy to consumers Customers should be put at the center of decision making following a breach. This focus means providing some sort of remedy, including call centers where consumers can voice their concerns and credit monitoring if financial, health or other highly sensitive information is lost. "Even in incidents that involve less sensitive information, companies should consider other actions or guidance that can be provided to consumers to protect themselves," Bruemmer said.

Pizza Hut has come to the rescue of its indecisive customers, and developed an app to predict which pizza they most desire.

The "Subconscious menu" can be downloaded to a customer's device and features 20 toppings and almost 5,000 different pizza combinations.

Customers simply watch their screens to see a selection of ingredients, while the app's algorithms select the customer's most desired pizza.

It does this with eye-tracking technology developed by leading eye control software vendor Tobii.

The technology tracks which ingredients the customer's eyes linger on for longer, and then an algorithm combines these ingredients and in less than three seconds selects the most appropriate pizza with these toppings.

Developed in six months by the marketing team, the pizza chain said it could be rolled out to UK branches if the pilots are successful.

So far it has had a 98 percent success rate.

Kathryn Austin, head of marketing at Pizza Hut UK, 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".

Accenture and Phillips have created a mind-control app that monitors brain-wave activity to help those suffering from locked-in syndrome.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

If creative, media and technology were bedfellows

It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.

Jason Dooris

CEO and founder, Atomic 212

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

loved the Qantas airline and hyundai one

Furqan Bin Rizwan

10 examples of virtual reality marketing in action

Read more

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

Latest Podcast

More podcasts

Sign in