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 newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in