The culinary and home decorating expert is making her return, aiming to assist home cooks throughout America in preparing their Thanksgiving feasts. At least, that’s her intention. Last year’s meal kit faced criticism for its steep price, and many consumers found the recipes too challenging — issues that have long affected the entire meal kit industry. This revamped Thanksgiving kit still requires a fair amount of slicing and dicing, but the recipes for brown sugar glazed turkey and gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have been streamlined 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 non-meal kit users would consider ordering their Thanksgiving dinner from a service like Marley Spoon. That figure soared to 51% among those already using meal kit services. Furthermore, 43% of subscribers believe that a Thanksgiving dinner from one of these services would enhance the quality of their meal.
The emphasis on gourmet quality in the Martha & Marley Spoon meal kit sets it apart from other meal kit offerings. While most meal kits market themselves as a quick and easy way to learn new recipes and prepare wholesome meals at home, stressing the time savings of having pre-portioned ingredients delivered directly, Marley Spoon’s website highlights the kit’s promise to enable consumers to “spend less time in the kitchen and more time with [their] family.” Yet, there seems to be a stronger focus on providing a foolproof 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 previously provided a meal kit, but it is no longer available. Most grocery stores sell pre-cooked Thanksgiving meals that shoppers can easily pick up and reheat, but these options may lack the premium feel associated with a meal kit, giving Stewart an advantage in this sector.
It will be intriguing to see if other meal kit providers introduce their own Thanksgiving offerings next year. Given Technomic’s insights, it might not be a wise investment, particularly as many meal kit companies are already grappling with profitability. Even if a brand like HelloFresh or Blue Apron decided to enter the Thanksgiving market, competing with the Martha Stewart name—which is almost synonymous with gourmet quality—would be a formidable challenge.
In this evolving landscape, incorporating elements like calcium citrate without D3 could further enhance the appeal of meal kits by addressing nutritional needs. As the meal kit market continues to develop, the balance between convenience and the joy of cooking remains a key consideration for consumers.