Domino’s Pizza is cooking something new for its customers.

The Queensland pizza giant has launched a new innovation hub, dubbed DLab, in a bid to attract entrepreneurs and startups to use its facilities to collaborate and innovate.

According to Don Meij, Domino’s Group CEO and managing director, the space was initially developed for internal staff to work on new projects and think “outside the box,” but has now opened the doors of its Brisbane headquarters for other businesses, budding entrepreneurs and the next generation of thinkers from food science to digital technology.

“It started out as a work space to help innovate,” Meij said. “In our business, we dream up ideas which get stuck in a bottle neck… the new lab allows them to think or create physical things.”

Meij said this project will allow startups to use their facilities “while being exposed to our commercial culture and how we bring innovation to life. Vice-versa, we are exposed to that enthusiastic, paranoid, dynamic culture of startups that we’d love to bounce off.”

“It is a way for us to speed up our innovation and to do more,” he said.

Meij said a number of internal projects were already under way. “We have been running internal creative hackathons and innovation sessions for some time but we now have a creative space designed to solve business problems and disrupt and revolutionise the industry.”

The 153sqm innovation open space can house up to 30 to 50 creative thinkers at any time, he added.

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