occurs when top quality meets the perfect moment of demand. For instance, you may desire pizza for dinner. But if you eat Dominos instead of ordering from your preferred pizza joint, you'll just be semi-satisfied in the outcome. “It was ok/good enough.”
Fulfillment is a means to an end, to curb the hunger. But ‘hitting the spot' is an experience that one remembers. It does more than provide satisfaction; it creates happiness and enjoyment.
Still, nothing ‘hits the spot' like an awesome surprise. Having little or no expectation sets the stage for lasting memories. It turns out that the place you always thought was a whole in the hall made a hell of a slice. The second time will still hit the spot, but not as much as the first.