--- description: Pizza Hut is piloting retina tracking technology that generates an order based on what you subconsciously want. title: Pizza Hut Unveils a Menu That Will Read Your Mind image: https://static.time.com/v3/assets/bltea6093859af6183b/blt5ab1edcc0339ca1c/69876bc93c163907f6450505/53392290.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  * [Newsfeed](/tag/time-section-newsfeed/) ## Newsfeed Update your preferences in [Account Settings](/account/preferences/) Close # Pizza Hut’s Subconscious Menu Aims to Guess What You Want Before You Know You Want It  by [Eliza Berman](/author/eliza-berman/)  ## Eliza Berman Update your preferences in [Account Settings](/account/preferences/) Close Berman is a senior editor at TIME. Dec 2, 2014 12:56 PM CUT  NILES, IL - AUGUST 15: Pizza Hut signage is seen at a cigarette-smoke-free company-owned Pizza Hut restaurant August 15, 2005 in Niles, Illinois. Louisville, Kentucky-based Yum! Brands' company-owned 1,200 KFC and 1,675 Pizza Hut restaurants starting this week will be enacting a no smoking policy, placing "No Smoking" signs in their US restaurants owned by the company. The company is encouraging their other 4,200 KFC and 4,600 Pizza Hut franchised restaurants in the US to follow. (Photo by Tim Boyle/Getty Images) NILES, IL - AUGUST 15: Pizza Hut signage is seen at a cigarette-smoke-free company-owned Pizza Hut restaurant August 15, 2005 in Niles, Illinois. Louisville, Kentucky-based Yum! Brands' company-owned 1,200 KFC and 1,675 Pizza Hut restaurants starting this week will be enacting a no smoking policy, placing "No Smoking" signs in their US restaurants owned by the company. The company is encouraging their other 4,200 KFC and 4,600 Pizza Hut franchised restaurants in the US to follow. (Photo by Tim Boyle/Getty Images)Tim Boyle—Getty Images  by [Eliza Berman](/author/eliza-berman/)  ## Eliza Berman Update your preferences in [Account Settings](/account/preferences/) Close Berman is a senior editor at TIME. Dec 2, 2014 12:56 PM CUT With Domino’s, Little Caesars and Papa John’s nipping at its heels, Pizza Hut is doing its best to stay on top of the pizza chain game. Last month, the company [unveiled a new menu](http://time.com/3576913/pizza-hut-menu-new/ "undefined"), packed with trendy flavors like Sriracha and a new motto: “The Flavor of Now.” Now the pizza giant is incorporating technology — retina tracking, to be specific — into the ordering process, in what it is calling the first Subconscious Menu. Powered by [Tobii](http://www.tobii.com/en/ "undefined"), a Swedish company that specializes in eye-tracking technology, Pizza Hut’s new system presents customers with images of ingredients on a screen. Based on how long a customer’s eyes remain on different items, the system generates an order meant to represent what she subconsciously wants. If her conscious disagrees with her subconscious’ selection of pineapple and corn on a red pie, she can intervene on behalf of her taste buds. The Subconscious Menu, which has been under development for about six months and is currently being piloted in the U.K., was selected by Pizza Hut as the method that best leverages technology to improve the experience for customers. The technology might prove useful to the most indecisive customers, but it’s not yet clear whether the system’s value will rise above gimmick status. Until it rolls out on a larger scale, we’ll have to interpret our firing neurons all by ourselves. _—with reporting by Josh Sanburn_ ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3613220/pizza-huts-subconscious-menu/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3613220/pizza-huts-subconscious-menu/"},"headline":"Pizza Hut’s Subconscious Menu Aims to Guess What You Want Before You Know You Want It","datePublished":"2014-12-02T12:56:50.000Z","dateModified":"2026-04-13T07:14:56.086Z","description":"Your stomach says pepperoni, but your subconscious says cheese","url":"https://time.com/3613220/pizza-huts-subconscious-menu/","keywords":["Newsfeed","Food & Drink","Pizza","Pizza Hut"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5ab1edcc0339ca1c/69876bc93c163907f6450505/53392290.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Eliza Berman","jobTitle":"Berman is a senior editor at TIME.","url":"https://time.com/author/eliza-berman/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5ab1edcc0339ca1c/69876bc93c163907f6450505/53392290.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"KFC And Pizza Hut Restaurants Announce Smoking Ban","caption":"KFC And Pizza Hut Restaurants Announce Smoking Ban","creditText":"Tim Boyle—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3613220/pizza-huts-subconscious-menu/","name":"Pizza Hut’s Subconscious Menu Aims to Guess What You Want Before You Know You Want It"}}]}] ```