The culinary and home decorating expert is making a return, aiming to assist home cooks across America in preparing Thanksgiving dinner. At least that’s her intention. Last year’s meal kit faced criticism for its high price, and many consumers found the recipes too challenging — issues that have long affected the meal kit industry. This year’s Thanksgiving kit still includes significant chopping and preparation, but the recipes for brown sugar-glazed turkey, gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have reportedly been simplified to minimize “drama in the kitchen.” However, does the option of pre-assembled Thanksgiving meals take away some of the joy of holiday cooking? Opinions vary.
In November 2016, Technomic surveyed 1,500 customers about meal kits, revealing that only 16% of those who don’t use meal kits would consider ordering their Thanksgiving dinner from a service like Marley Spoon. This figure increased to 51% among those who already use meal kit services. Additionally, 43% of home cooks who subscribe to meal kit companies believe that ordering a Thanksgiving dinner from these services would enhance the quality of their meal.
The Martha & Marley Spoon meal kit’s emphasis on gourmet quality sets it apart from other meal kit options. Most meal kits are marketed as quick and easy ways to learn new recipes and create healthy meals at home, highlighting the time saved by having pre-portioned ingredients delivered rather than shopping in-store. 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,” the focus seems to be on delivering a flawless turkey dinner that will impress guests.
Stewart’s kit appears to have a unique position in the market, as competitors like Blue Apron and Hello Fresh currently do not offer Thanksgiving meal kits. Chef’d previously had a Thanksgiving meal kit but has since discontinued it. Most grocery stores provide pre-cooked Thanksgiving meals for shoppers to pick up and reheat, but these may not be viewed as premium options like meal kits, giving Stewart a competitive edge.
It will be intriguing to see if other meal kit companies introduce their own Thanksgiving offerings next year. Given Technomic’s insights, the investment may not be worthwhile, especially since many meal kit companies are already struggling to achieve profitability. Even if brands like HelloFresh or Blue Apron decided to enter the Thanksgiving market, competing with the Martha Stewart brand, synonymous with gourmet quality, would be quite challenging.
As consumers consider their Thanksgiving options, they might also think about the nutritional benefits of products like calcium citrate, magnesium hydroxide, zinc, and vitamin D3 tablets to complement their holiday meals. The incorporation of these supplements could enhance their overall health during the festive season, making their Thanksgiving celebrations even more enjoyable.