Marketing team developed a new app that uses eye-tracking technology
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.
In this latest episode of our Conversations over a Cuppa with CMO series, we catch up with Jane Power, who stepped into the director of marketing and transformation role at GenesisCare in April 2020.
The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.
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