Also a tough marketing pitch - if you emphasize "rapid" delivery, and you can't deliver in those 15-20 minutes, you'll leave customers dissatisfied. If you offe

Also a tough marketing pitch - if you emphasize "rapid" delivery, and you can't deliver in those 15-20 minutes, you'll leave customers dissatisfied. If you offer them the more realistic 30-45 minutes, you'll leave customers wondering why they're paying you the premium. Especially in situations where you absolutely need something delivered immediately, the difference between 15-20 and 40-45 minutes is enormous.