Some retailers are still grappling with online order fulfillment within two-hour windows. Others are slimming down their operations and aiming for one-hour fulfillment cycles. And in the food industry, Domino’s has become a leading example of omnichannel order fulfillment while aiming to fulfill its orders within 30 minutes.

All efforts to speed up fulfillment are noble, but the ongoing race to get faster and faster has revealed a problem of limitations. That is, no matter how fast you fulfill your orders, consumers want it faster.

And so the goal becomes an uncomfortable one: The holy grail of omnichannel retail is instant order fulfillment. Retailers are furiously working to chase a carrot that they’ll never quite reach, because consumers will always want more, and faster.

That insight isn’t meant to forecast doom for retailers. Ultimately, every company will hit an upper limit beyond which they’re unable to improve. And there’s comfort in knowing that no retailer will be able to offer truly instant fulfillment, so the practical goal is simply to make this omnichannel service as quick and efficient as possible.

But a key feature in Domino’s omnichannel strategy shows that this instant philosophy doesn’t only apply to order fulfillment. It can also be used to drive conversions from innovative points of origin.

Meeting Customers Where They’re At

Domino’s made headlines when it announced a system through which consumers could order pizza by tweeting out a pizza emoji. It might have the look and feel of a marketing stunt, but it was representative of the company’s shift toward courting a younger, mobile-savvy audience.

As Retail Info Systems News reports, Domino’s receives half of its orders through digital channels, and has built order management systems connected to Twitter and through the Apple watch, along with its own mobile app. The company now thinks of itself as an e-commerce company more than a pizza restaurant.

And that shift has been good for the company, which has seen its stock rise by 400 percent over a four-year span.

The strategy behind that success is simpler than one might think: Domino’s is simply targeting the digital impulse. While it aims to deliver its items as fast as possible, it also recognizes that consumer purchasing impulses represent a major opportunity — especially for food sellers targeting hungry buyers. By building digital channels to leverage these moments, the company has built a winning omnichannel business model.