Half of my brain thinks: That’s a neat way of reducing the friction around ordering down to a single character, appealing to a youthful audience and getting people to write articles like this about your brand.
The other half thinks: NOOOOO! MAKE THE EMOJI STOP! IT’S ALL A FAD! WHY DON’T YOU GO AWAY AND LIVE IN AN EMOJI COMMUNE WITH OWEN AND LEAVE US ALL ALONE???
Both halves of my brain think tweeting animal emoji to give to charity is a good idea though.