Pizza Hut Wants to Read Your Mind With New Digital Menu The pizza chain says its 'Subconscious Menu' can determine what pizza you are craving in less than three seconds.

By Kate Taylor

Opinions expressed by Entrepreneur contributors are their own.

Updated at 11:20 a.m. ET.

Telepathy has never been so tasty.

Pizza Hut is rolling out a digital menu that reads customers' minds to prepare their order. The pizza chain partnered with eye tracking tech company Tobii Technology to develop the "Subconscious Menu," which will roll out in refurbished restaurants across the U.K.

The Subconscious Menu allows customers to order without speaking by tracking eye movement. In just 2.5 seconds, the menu collects data on where customers' eyes focus and calculates which of the 4,896 possible ingredient combinations will fulfill their cravings.

Here's a video with the play-by-play of how the process works:

Related: Why Pizza Hut Expects to Set a Sales Record on Thanksgiving Eve

In tests, the Subconscious Menu has a 98 percent success rate. If customers don't like the menu's recommendation, they can always restart the process or order the old-fashioned way.

"This year we've redesigned restaurants up and down the country and launched a brand new menu with lots tasty new options. But we don't just want to stop there," Kathryn Austin, Pizza Hut's head of marketing, said in a statement. "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."

Pizza Hut has not yet determined a timeline for the menu's roll out, according to a company spokesperson. The pizza chain will decide whether or not to bring the Subconscious Menu to the U.S. based on the results from testing in the U.K.

In November, Pizza Hut announced a slew of serious changes that include doubling menu options, redesigning the website, pizza boxes and logo and revamping employee attire. Looking at sales figures, the overhaul makes sense: The pizza chain has suffered eight straight quarters of same-store sales declines. If all these changes can't help jumpstart sales, maybe a mind-reading menu will do the trick.

Related: Inside Pizza Hut's Radical Move to Double Its Menu

Kate Taylor

Reporter

Kate Taylor is a reporter at Business Insider. She was previously a reporter at Entrepreneur. Get in touch with tips and feedback on Twitter at @Kate_H_Taylor. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

'I Love Doing Product Reviews': Bill Gates Stepped Down from Microsoft in 2020, But Admits He Still Spends 15% of His Time Working at the Company

In a new interview with the Wall Street Journal, Gates also said he is still close with Microsoft's CEO Satya Nadella.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

Elon Musk's DOGE Is Hiring People Eager to 'Work Long Hours' to Eliminate 'Waste, Fraud and Abuse' in the Government. Here's How to Apply.

The Department of Government Efficiency is hiring U.S. citizens to help cut spending and headcounts in the federal government.

Franchise

Franchise Models Explained — How to Choose the Right One for Your Goals

Navigating the franchise world starts with understanding key business models. Here's how project-based and subscription franchises differ in investment, scalability, and recession resistance.

Business News

Uber's CEO Says Drivers Have About 10 Years Left Before They Will Be Replaced

Uber CEO Dara Khosrowshahi says the jobs of human drivers are safe for the next decade, but after that, another type of driver will take over.

Business News

'Everyone Can Profit From It': What Is DeepSeek? China's 'Cheap' to Make AI Chatbot Climbs to the Top of Apple, Google U.S. App Stores

DeepSeek researchers claim it was developed for less than $6 million, a contrast to the $100 million it takes U.S. tech startups to create AI.