Domino’s Innovation Garage opened this summer in Ann Arbor, Mich. But as visitors enter the 33,000-square-foot tech laboratory, they might mistake it for a Hollywood movie set.
Last week, Domino’s gave a group of restaurant and tech industry writers a tour of the innovation lab, a two-story facility where various teams collaborate to think of the “next big thing” for the tech-forward pizza brand.
The garage, known internally as the DIG, is where ideas fail quickly, or come to life in short order to benefit both the consumer and the company. It’s an extension of a journey Domino’s started nearly a decade ago when it launched its now infamous “Pizza Turnaround” campaign.
That’s when the brand pivoted from being a pizza company to an e-commerce business that happens to sell pizza.
“We are risk takers because we want to fight complacency,” Chief Technology Officer Kelly Garcia.
Click on our gallery to learn more about this journey and the chain’s new Innovation Garage.
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