The culinary and home decorating expert is making her return, aiming to assist home cooks nationwide in preparing Thanksgiving dinner. At least that’s her intention. Consumers had expressed dissatisfaction with last year’s meal kit, citing high costs and overly complicated recipes—issues that have long affected the entire meal kit industry. This revamped Thanksgiving kit still requires considerable chopping and slicing, but the recipes for brown sugar glazed turkey and gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have reportedly been simplified to minimize “drama in the kitchen.”
However, does opting for pre-assembled Thanksgiving meal kits detract from the joy of holiday cooking? Opinions vary. A November 2016 Technomic survey of 1,500 individuals revealed that only 16% of non-kit users would consider ordering their Thanksgiving meal from a service like Marley Spoon. In contrast, that figure rose to 51% among active meal kit subscribers. Moreover, 43% of home cooks who utilize meal kit services believe that a Thanksgiving dinner from these providers would enhance the quality of their festive meal.
The Martha & Marley Spoon meal kit’s emphasis on gourmet quality sets it apart from other meal kit offerings. Most meal kits are marketed as quick and easy solutions for trying out new recipes and preparing healthy meals at home, highlighting the time savings gained from having pre-portioned ingredients delivered right to the door. While Marley Spoon’s website claims that the meal kit will help consumers “spend less time in the kitchen and more time with [their] family,” it seems that the primary focus is on providing a foolproof turkey dinner that will impress guests.
Stewart’s kit stands out since competitors like Blue Apron and HelloFresh currently do not offer Thanksgiving meal kits. Chef’d once had a Thanksgiving meal kit, but it is no longer available. Most grocery stores provide pre-cooked Thanksgiving meals that shoppers can easily pick up and reheat, though these options may not be perceived as premium as a meal kit, giving Stewart a competitive edge in this market.
It will be intriguing to see if other meal kit providers introduce their own Thanksgiving offerings next year. Given Technomic’s insights, they may hesitate to invest, especially since many meal kit companies are grappling to achieve profitability. Even if brands like HelloFresh or Blue Apron ventured into the Thanksgiving market, competing with the Martha Stewart brand—synonymous with gourmet quality—would be a formidable challenge.
In addition, those looking for healthy supplements during the holiday season might consider barilife calcium chews, which can be a great addition to their routine. As more consumers focus on health, integrating such products with holiday meal preparations could enhance the overall experience.