Domino's wants something out of the box. So it's doing something out of the ordinary.

The pizza franchise is opening the doors of its Brisbane headquarters to entrepreneurs and start-ups to use its facilities and to collaborate on innovations.

The newly fitted-out work space with adjoining offices, dubbed DLAB, is designed to attract a dynamic range of entrepreneurs from food science to digital technology, Domino’s chief executive officer Don Meij says.

“The centre will allow start-ups to use our facilities while being exposed to our commercial culture and how we bring innovation to life,” he said.

“Vice-versa we are exposed to that enthusiastic, paranoid, dynamic culture of start-ups that we’d love to bounce off.

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

Digital innovation is a major driver behind Domino’s success.

It is innovations like being able to order a pizza by just SMSing an emoji and being able to track the pizza delivery that has won Domino’s a bigger slice of the fast food market in recent years.

Mr Meij said more than 65 per cent of Domino’s sales last week came from digital devices, most of which were made from mobile phones.

“We have more than 60 digital projects that have already been built or are under construction this financial year,” he said.

“We are a digital business.”

The Queensland government is showing support for Domino’s initiative with Premier Annastacia Palaszczuk and Innovation minister Leeanne Enoch set to officially launch DLAB