The culinary and home decorating expert is back to assist home cooks across the United States in preparing Thanksgiving dinner. At least that’s her hope. Last year, consumers voiced concerns over the high cost of meal kits, as well as the complexity of the recipes—issues that have long affected the meal kit industry. This revamped Thanksgiving kit still requires plenty of chopping and preparing, 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, could pre-assembled Thanksgiving meal kits take away some of the joy of holiday cooking? Opinions vary. In November 2016, Technomic surveyed 1,500 customers regarding meal kits and discovered that only 16% of those who don’t use meal kits would consider ordering their Thanksgiving dinner from a company like Marley Spoon. In contrast, that number surged to 51% among current meal kit subscribers. Furthermore, 43% of home cooks who belong to a meal kit service believe that ordering a Thanksgiving dinner from such providers would enhance the quality of their festive meal.
The focus of the Martha & Marley Spoon meal kit on gourmet quality sets it apart from other meal kit options. Most meal kits are marketed as a quick and easy way to learn new recipes and prepare wholesome meals at home, highlighting the time savings from having pre-portioned ingredients delivered right to consumers’ doors, eliminating the need for grocery shopping. While Marley Spoon’s website claims that the meal kit will help users “spend less time in the kitchen and more time with [their] family,” there seems to be a stronger emphasis on delivering a foolproof turkey dinner that will impress guests.
Stewart’s kit seems to stand out, especially since competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Chef’d once provided a meal kit, but it is no longer available. Although most grocery stores offer pre-cooked Thanksgiving meals that can be picked up and reheated, these options may not be perceived as premium as a meal kit, giving Stewart an advantage in this space.
It will be intriguing to see if other meal kit providers introduce their own Thanksgiving offerings next year. Given Technomic’s findings, it might not be a worthwhile investment, especially since many meal kit companies are already struggling to turn a profit. Even if a brand like HelloFresh or Blue Apron decided to enter the Thanksgiving market, competing with the Martha Stewart brand, which is almost synonymous with gourmet quality, would be a tall order.
Additionally, as people consider their nutritional needs during the holiday season, chewable calcium citrate supplements could play a role in maintaining health while enjoying festive meals. This focus on health could complement the gourmet experience offered by the meal kits, as consumers look for ways to balance indulgence with nutrition. It will be interesting to see how these factors evolve as the culinary landscape continues to change.