I come from a family where food is love, and I spent decades rewarding and comforting myself with tasty treats. The single best thing I've done for myself is to question that voice in my head that tells me I deserve [insert fried food here] because I've been so good or my day was a nightmare.
Instead of giving into those temptations, I try to redirect my focus: I'm so proud of what I've accomplished, and I'm not willing to derail that progress. This is not to say that I never indulge. (Nothing good can come from cutting yourself off entirely!) I've just made a real effort to invest in myself by weighing short-term gratification against long-term happiness.