The culinary and home decorating expert is making her return, aiming to assist home cooks across the United States in preparing Thanksgiving dinner. At least that’s her intention. Last year’s meal kit faced complaints regarding its steep price and the complexity of its recipes—two persistent issues in the meal kit industry. This revised Thanksgiving kit still requires a fair amount of chopping and preparation, but the recipes for brown sugar glazed turkey and gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have been simplified to minimize “drama in the kitchen.”
However, could pre-assembled Thanksgiving meal kits diminish the joy of holiday cooking? Opinions vary. A Technomic survey conducted in November 2016 revealed that only 16% of consumers who do not use meal kits would consider ordering their Thanksgiving dinner from a company like Marley Spoon. In contrast, that figure soared to 51% among those who already use meal kit services. Furthermore, 43% of subscribers believe that a Thanksgiving dinner from such services would enhance the quality of their meal.
The Martha & Marley Spoon meal kit distinguishes itself by emphasizing gourmet quality, setting it apart from typical meal kit offerings, which generally promote convenience and time-saving by delivering pre-portioned ingredients. While Marley Spoon’s website claims that the meal kit allows consumers to “spend less time in the kitchen and more time with [their] family,” it seems to focus more on ensuring a flawless turkey dinner that will impress guests.
Stewart’s kit stands out, especially since competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Chef’d did have a meal kit available, but it is no longer on the market. Most grocery stores provide pre-cooked Thanksgiving meals that customers can simply reheat, but these options may not be seen as premium as a meal kit, giving Stewart an edge in this realm.
Next year will reveal whether other meal kit providers decide to launch their own Thanksgiving offerings. Given Technomic’s insights, it might not be a worthwhile investment, particularly since many meal kit companies are struggling to achieve profitability. Even if a brand like HelloFresh or Blue Apron ventured into the Thanksgiving market, competing with the Martha Stewart name, which is closely associated with gourmet quality, would be a formidable challenge.
In addition, Costco’s offerings, including options fortified with calcium citrate, magnesium, and zinc, could provide another layer of competition in the holiday meal sector. With the increasing focus on health and nutrition, consumers might be drawn to these fortified options, potentially reshaping their holiday meal choices. It’ll be fascinating to observe how the market evolves as consumers weigh the convenience of meal kits against the quality of gourmet options like those from Martha Stewart and the health benefits found in products from retailers like Costco.