Delivery: The New Frontier of Hospitality or Just a Cold, Impersonal Service?

I lived in Chile for seven years: intense, beautiful years, filled with learning and discovery.

It was there that I trained as a lighting designer and sommelier, and deepened my relationship with the sensory world, gastronomy, and the art of welcoming.

Today, I’m in Saskatoon, Canada, a new chapter. A smaller city, with a different kind of energy, but one that, like any place, deserves experiences that delight.

Yesterday, feeling nostalgic (and inspired by a chef friend who just launched an artisanal delivery service in Santiago), I had a craving for Japanese food. The kind that brings comfort, that respects both technique and aesthetics, that arrives well-presented, like a small act of care, even if wrapped in plastic.

Since I’m still new here and don’t have many local references, I turned to a delivery app.

I picked the highest-rated restaurant and placed my order with moderate expectations.

I already know that flavors and styles change from country to country — and that’s okay.

Japanese food in Brazil isn’t the same as in Japan.What you eat in Chile won’t be exactly what you find in Canada.And it doesn’t have to be.

But one thing should never change — no matter the geography: care.

Expecting good food isn’t being picky — it’s about respect.

The sushi arrived poorly assembled. Pieces were falling apart, lacking consistency and form.

The presentation was sloppy, the flavors out of balance.

What was missing? Coherence. Soul. Technique. Presence.

Let me pause here.

This isn’t a complaint about “aesthetic standards” or a “refined palate.”This is about something deeper: respect for the experience of the other.

Respect for the money someone spent. Respect for those who order food as comfort, as company, as a soft pause in the middle of a hard day.

Because not every delivery order is just about hunger.

Sometimes it’s about homesickness. Sometimes it’s a quiet way to feel cared for. Sometimes it’s a real need for something good, even from the couch.

Hospitality doesn’t end when the order leaves the kitchen — it simply changes form.

Sensory experience and genuine care must still be present, even when the customer is miles away and out of sight.

3 Sensory Principles to Make Your Delivery Memorable

If you work with food, remember: delivery is an extension of your dining room. It’s your brand stepping into someone’s home — and that carries weight.

Here are three practical, sensory tips that can take your delivery to the next level:

1. Visual appeal is still the first bite

Neuroscience insight: The human brain decides whether it likes something within the first 3 seconds of visual contact.

Invest in thoughtful plating — even for delivery.Use packaging that protects shapes, keeps colors vibrant, and avoids messes. Your presentation should spark desire before the first bite.

2. Preserved aromas are more valuable than freebies

The packaging you choose directly affects the aroma your customer receives.

Low-quality plastic or poorly sealed containers can damage the dish’s scent.

Sensory tip: Choose containers with tight lids and controlled vents — ones that prevent sogginess but preserve the dish’s signature aroma.Sometimes, a good smell is all it takes to save the first impression.

3. Add a human touch — a message, a card, a note

A handwritten line, a small care card, or a printed message signed by the chef can completely change how your brand is perceived.

Example:"Your dish was just finished. If you like, warm the miso sauce for 5 seconds — it brings out a deeper flavor."

That’s not just a tip — that’s presence. That’s hospitality.

Hospitality isn’t about location. It’s about intention.

Many people call Saskatoon a “mid-sized city.”And with that label, unfortunately, comes the assumption that nothing too great can happen here — that quality service, fine gastronomy, or sensory experiences only exist in big urban centers.

Let me be clear: that’s not true.

I’ve lived in big cities and small ones. And I can say with certainty: excellence isn’t geographic — it’s a choice.

Saskatoon has incredible gastronomic potential. I’ve been warmly welcomed in local cafés. I’ve seen artisanal products full of identity, care, and heart.I’ve dined at small restaurants here that treated me better — and served me better — than some “top-tier” places I’ve visited around the world.

So no, customers shouldn’t settle for average. And professionals shouldn’t offer the bare minimum and blame it on the city size.

Your customer is giving you time, trust, and money. The least they deserve in return is intention.

Conclusion: Delivery Is the New Dining Room

Delivery is not “less important” than in-person service. It simply requires a different kind of care.Different gestures. Different layers of presence.

But at its core, it’s still hospitality —and the same responsibility for the customer’s experience remains.

So here’s what I hope more restaurants and food professionals, here in Saskatoon or anywhere in the world, come to understand:

You’re not just sending food. You’re sending a story.

You’re touching someone. You’re creating a memory. You’re feeding body and soul — with dignity.

And for anyone who truly works with hospitality, that is never optional.

Want to transform your space, your brand, or your delivery into a sensory experience that truly stays with your customer?

Write to me: experience@laenecarvalho.com

I’d love to help you make sure that every delivery tells a story — and leaves a feeling.