Piz­za Hut is work­ing with a Swedish eye-track­ing tech­nol­o­gy com­pa­ny Tobii to design a tablet-based menu that will track users’ eye move­ments to rec­om­mend per­fect piz­zas. The brand says it wants to “cre­ate new and inno­v­a­tive din­ing expe­ri­ences” and the firm insists eye-track­ing will even­tu­al­ly change the way con­sumers inter­act with all devices. To date, many eye-track­ing appli­ca­tions have been in the med­ical field, but with the release of what Tobii calls the “the world’s first eye-track­ing device for con­sumers” slat­ed to come in ear­ly 2015, does that mean eye-track­ing appli­ca­tions will soon become the next big thing in brand­ed mobile expe­ri­ences?

Any­one who has strug­gled to decide what to order at a restau­rant is in luck. At least at Piz­za Hut loca­tions in the UK.

Eye-track­ing com­pa­ny Tobii Tech­nol­o­gy and Piz­za Hut have teamed up to cre­ate what they have dubbed the world’s first “Sub­con­scious Menu,” which is designed to “intu­itive­ly rec­og­nize what [con­sumers] want, even when they don’t know them­selves.”

The Sub­con­scious Menu is a pro­gram on a Microsoft Sur­face Pro Tablet, which uses Tobii EX eye track­ing tech­nol­o­gy and will be avail­able in 2015, accord­ing to a Piz­za Hut rep in the UK.

The menu is com­plete­ly con­trolled by cus­tomers’ reti­nas and fea­tures images of the 20 ingre­di­ents most com­mon­ly found in Piz­za Hut loca­tions in the UK, such as pep­pers, chori­zo, pep­per­oni, and chick­en, accord­ing to a press release.

In 2.5 sec­onds, the Sub­con­scious Menu knows which ingre­di­ents a con­sumer has been look­ing at longest on the tablet and the menu uses an algo­rithm to iden­ti­fy that customer’s per­fect piz­za from 4,896 pos­si­ble ingre­di­ent com­bi­na­tions.

“Basi­cal­ly it does a quick cal­i­bra­tion of your eyes and then tracks where you look to work out what your eyes lin­gered on the most,” accord­ing to a rep for Tobii.

The press release also says tests on the Sub­con­scious Menu have been “incred­i­bly pos­i­tive with 98 per­cent of peo­ple rec­om­mend­ed a piz­za with ingre­di­ents they love.”

How­ev­er, the release notes, if a con­sumer isn’t hap­py with the rec­om­mend­ed piz­za, he or she can start the process again by look­ing at the restart but­ton.

The Sub­con­scious Menu will roll out “nation­wide to every refur­bished restau­rant in the UK” and will take six months to build over­all, the release says. The Piz­za Hut rep says it is still in the tri­al phase and is not yet avail­able in restau­rants, but notes the brand seeks to “cre­ate new and inno­v­a­tive din­ing expe­ri­ences” and is hop­ing the tech­nol­o­gy will help it con­nect with young peo­ple and fam­i­lies.

The Tobii rep says the firm has a kit avail­able for devel­op­ers who want to inte­grate eye-track­ing into their apps and games, not­ing this is the same tech­nol­o­gy used on the Piz­za Hut tablet.

“This is a fun and inno­v­a­tive way of using new tech­nol­o­gy in every­day life,” the rep said. “Eye track­ing will change the way we inter­act with any device in the future, not only when order­ing piz­za.” The Tobii rep also says the Piz­za Hut part­ner­ship is part of the firm’s tech divi­sion, which is work­ing on devel­op­ment and inte­gra­tion into con­sumer prod­ucts. He notes the firm will release “the world’s first eye-track­ing device for con­sumers” in ear­ly 2015 along with its part­ner, gam­ing gear man­u­fac­tur­er SteelSeries.

In Jan­u­ary, the brands announced their intent to do so, say­ing, “The eyes are used to sig­nal intent and inter­est, guide your actions, aim, express emo­tions and more. This extreme­ly pow­er­ful dimen­sion of inter­ac­tion enabled by eye track­ing opens up rich­er and more immer­sive gam­ing sce­nar­ios with games that respond to the play­er in ways that until now have not been pos­si­ble.”

Per Tobii, this “rich­er gam­ing expe­ri­ence” includes more nat­ur­al inter­ac­tion, as well as allow­ing gamers to reveal inten­tions, aim at gaze point and move as in real life.

“Eye track­ing capa­bil­i­ties offer game devel­op­ers a new, cre­ative approach to game devel­op­ment. It becomes a tru­ly immer­sive expe­ri­ence for play­ers,” said SteelSeries CEO Bruce Hawver in a state­ment.

The Tobii rep said the firm has worked in per­son­al com­put­ing, as well as in research, and it has enabled com­mu­ni­ca­tion for thou­sands of peo­ple with spe­cial needs. That includes for­mer New Orleans Saints play­er Steve Glea­son, who the rep says is a Tobii device user and was fea­tured in a Microsoft ad for the Super Bowl.

Tobii has also worked with med­ical and indus­tri­al dis­play provider ESINOMED to launch Eye­SeeMed, an eye-track­ing prod­uct that inte­grates with hos­pi­tal PACS sys­tems to give sur­geons hands-free access to imag­ing and patient data in ster­ile sur­gi­cal envi­ron­ments; and well as Synap­tics, which devel­ops human inter­face prod­ucts for con­sumer elec­tron­ics, on a new pro­to­type lap­top.