Dominos should start online delivery of flowers in India

This has been on mind for few months now. And I haven’t been able to convince myself on why CANT Dominos add another function to their core functionality and start delivering flowers as well. So here in this blog I present my thoughts and rest my case.


Here go some of my observations:

-    Almost every market I know of in Delhi NCR, which has a Dominos outlet, also has a local roadside flower vendor [be it Noida Sec 18, Kailash Colony, Gurgaon Palam Vihar, Alaknanda, GK 2 etc]
-     Flowers will always remain a great gifting option [For eg – the picture below shows flowers being given to people who turned out to buy the iPad2 on the first day of its availability in Mumbai]

Here go some facts:

-      People in India are using more and more flowers at functions [click here to read more]
-    The internet penetration rate in India it still less than 10% [some place it’s given at 3%. Some sources like IWS state it as 8.5%]; so the market is still on the rise
-    India still has a huge unbanked population so people using their cards to buy flowers online, is only going to rise

What Dominos will have to do to make this idea work: [not much actually]

-      Dominos already has the logistics to deliver pizzas within 30min in place, which can be used to deliver flowers as well
-      They would only have to work out a deal with the local flowers vendors that are located in their vicinity and standardize few processes and rates
-      In fact if they could just increase the size of their choco lava cake to a half kg size – the pizza, cake and flowers could be a great gifting package they could market [and Dominos does have a ‘gift a pizza’ scheme already in place
-      Other than that they would have to set up a section on their India site for ordering and payment. That’s it.

Some counter thoughts people have had to this suggestion of mine and my replies:

Query: There are so many online flower delivery portals already
My response: How many of them can you name? I would say not more than 2. And one of them is definitely going to be Ferns and Petals. But Dominos already has a huge name that they can leverage.

Query: Wouldn’t it dilute the Dominos brand personality?
My response: Yes, in a way it will; but then doesn’t every brand always look out for new product categories to enter into; flowers could be it for Dominos.

This is just an idea and am open to hearing out anyone who thinks this is a totally bad idea as well. Am just saying, ‘why not’? Why can’t Dominos just initiate this as a pilot in areas that are located in the vicinity of colleges and universities?

Usually I never write about my ideas on the blog because some wise person had once told me that never give out your ideas for free, but then this time I’ve made an exception just to see the response to this post.

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