Exploring the Influence of Domino's 30-Minute Delivery Guarantee and Ride-Hailing Innovations on the Rise of Quick Commerce (Q-Commerce)

Abstract

The objective of this research is to analyze the historical and technological roots of Quick Commerce (Q-Commerce) through an analysis of the evolution of its operational and infrastructural setup. It seeks to explore how the time-bound delivery service offered by Domino’s Pizza and the digital logistics system of ride-sharing services such as Uber and Ola influenced the development of the current hyperlocal rapid delivery systems. The research methodology is qualitative and exploratory, using only secondary sources of data, which include peer-reviewed articles, industry reports, corporate studies, official government publications, and news archives. A comparative and historical analysis approach is used to assess three key aspects: (1) speed-based service offerings, (2) technological infrastructure, such as real-time tracking and dynamic routing algorithms, and (3) scalability in urban logistics infrastructure. The results show that the development of Q-Commerce was the result of the integration of operational legacy and data-driven platform innovation, rather than a discrete innovation in its own right. The consumer expectation of rapid delivery was set by Domino’s, and the ride-sharing platforms introduced algorithmic optimization, orchestration, and real-time tracking. The combination of these factors made possible the creation of dark stores, hyper-local fulfillment networks, and scalable digital delivery platforms, which are the hallmarks of Q-Commerce companies. The research relies on secondary data and does not include primary empirical testing. Future studies may involve quantitative testing or cross-country analysis. In examining the development of Q-Commerce with a wider perspective, this study adds to the existing literature on the platform economy and digital logistics. This study provides a conceptual framework that identifies Q-Commerce as a consequence of the development of conventional operations and innovations in digital infrastructure.