My sister’s favorite comfort food when she was little was mashed potatoes. In fact, it was all she would eat for a while. Our mom used to make them for her loaded up with sour cream and protein supplements in the hope that she would actually get some calories and nutrition, despite eating nothing but mashed potatoes. This same sister recently sent me an article that had been circling the social networks about a machine in certain 7-11 convenience stores that uses mashed potato flakes to dispense mashed potatoes with gravy like soft serve ice cream. Although they’re popular abroad, particularly in Singapore, they’re pretty rare in the US.

I’m willing to work on the premise that this is an acceptable food item because at least mashed potato powder is something I’m familiar and comfortable with. But I think that once these mashed potatoes are coming out of a machine, their value as comfort-food may be lost. The warm creaminess may not keep its comforting qualities for long once it’s being eaten on-the-go. And who’s going to run down to the local convenience store for a tiny open paper cup when they’re upset and just want to curl up on the couch and watch TV?

In theory, it’s the same food but the presentation seems to make a big difference to me. Similarly, I feel less guilty about eating ice-cream if it’s out at an ice-cream parlor rather than in my house. That way I can feel like I’m indulging for the sake of an outing or a special occasion rather than bringing a guilty pleasure into my daily routine.

The question is though: How much of this is related to food? As consumers, it’s sometimes hard to differentiate between our purchase and its presentation. And then there are times when what we pay for IS the presentation, as in the case of gift baskets or restaurants with ambiance. In those cases, which are usually to celebrate special occasions, we’re prepared and make the decision accordingly. In your day to day purchasing however, how much does the presentation and delivery count?