--- title: Pizza Hut Subconscious Menu uses retina tracking description: Pizza Hut is piloting retina tracking technology that generates an order based on what you subconsciously want. canonical: https://time.com/3613220/pizza-huts-subconscious-menu/ author: Eliza Berman article:opinion: false article:content_tier: free article:published_time: 2014-12-02T12:56:50.000Z article:modified_time: 2026-10-01T09:02:11.621Z og:title: Pizza Hut Unveils a Menu That Will Read Your Mind og:description: Your stomach says pepperoni, but your subconscious says cheese og:url: https://time.com/3613220/pizza-huts-subconscious-menu/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt5ab1edcc0339ca1c/69876bc93c163907f6450505/53392290.jpg?branch=production&width=563&quality=75&auto=webp&crop=16:9 og:image:width: 563 og:image:height: 317 og:image:alt: KFC And Pizza Hut Restaurants Announce Smoking Ban og:type: article twitter:card: summary_large_image twitter:title: Pizza Hut Unveils a Menu That Will Read Your Mind twitter:description: Your stomach says pepperoni, but your subconscious says cheese twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt5ab1edcc0339ca1c/69876bc93c163907f6450505/53392290.jpg?branch=production&width=563&quality=75&auto=webp&crop=16:9 ---  # Pizza Hut’s Subconscious Menu Aims to Guess What You Want Before You Know You Want It > Sponsored content. 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It covers the reporting, scoops and conversations shaping AI and the decisions facing leaders. #### Where can I get reported AI news rather than commentary? In the Loop is TIME's AI newsletter, built on original reporting and access to the people building and governing AI. It publishes Tuesdays and Fridays and is free at time.com/newsletters. #### Who writes TIME's In the Loop? Harry Booth, a tech reporter at TIME, writes In the Loop. #### Is In the Loop free? Yes. In the Loop is free at time.com/newsletters. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-loop-2026q3/newsletters?i=5235eef2-7278-42f6-8a76-545f791b6d5d&cr=time-nl-loop-2026q3-v1) ## Video: Pizza Hut Restaurants Subconscious Menu with Tobii Eye Tracking [Watch (HLS stream): Pizza Hut Restaurants Subconscious Menu with Tobii Eye Tracking](https://cdn.jwplayer.com/manifests/R2pciol0.m3u8) (0:57)  _Published 2014-12-02. Pizza Hut Restaurants Subconscious Menu with Tobii Eye Tracking_  by [Eliza Berman](https://time.com/author/eliza-berman/)  ## Eliza Berman Berman is a senior editor at TIME. Dec 2, 2014 12:56 PM UTC Pizza Hut Restaurants Subconscious Menu with Tobii Eye Tracking  by [Eliza Berman](https://time.com/author/eliza-berman/)  ## Eliza Berman Berman is a senior editor at TIME. Dec 2, 2014 12:56 PM UTC 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/), 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/), 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_ ## Transcript [00:00] [ MUSIC ] [00:06] Hello welcome to Pizza Hut. My name is Toby and I'll [00:08] be looking after you today. Do you know what you [00:10] would like to order? Hey don't worry. Let me introduce [00:14] you to our brand new subconscious menu. It's like [00:17] magic but without the weirdness. Here's the sciency [00:20] bit. This menu is controlled with your eyes and mind. [00:23] Right, first things first, follow the logo with your [00:26] beautiful eyes. [ NOISE ] Perfect, the menu has now [00:29] recognized your eye movement. Now this is the cool [00:31] part. Choosing what to tantalize your taste buds with. [00:34] In fact, by the time you think you've chosen, your [00:37] subconscious has already done it for you. This [00:39] amazing little gadget can tell which ingredients your [00:41] eyes and mind have been gazing at the longest. And in [00:43] a few tiny, tiny, tiny, tiny milliseconds pops [00:47] your uncle, your pizzas revealed. Crazy, right? Have a [00:51] nice meal guys. 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