The culinary expert and home decorating authority is back, aiming to assist home cooks across America in preparing Thanksgiving dinner. She hopes to make the process easier this year. Last year, consumers voiced concerns about the high cost of meal kits and the complexity of the recipes—issues that have long affected the meal kit industry. The updated 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 reportedly been simplified to minimize “drama in the kitchen.”
However, do pre-assembled Thanksgiving meal kits take away some of the joy of holiday cooking? Opinions vary. In November 2016, Technomic surveyed 1,500 customers about meal kits and discovered that only 16% of non-kit users would consider ordering their Thanksgiving dinner from services like Marley Spoon. Interestingly, that figure rose to 51% among current meal kit subscribers. Furthermore, 43% of these home cooks believe that a Thanksgiving dinner from a meal kit service could enhance the quality of their holiday meal.
The focus of the Martha & Marley Spoon meal kit on gourmet quality distinguishes it from other meal kit options. While most meal kits are marketed as quick and easy solutions for learning new recipes and preparing wholesome meals at home—highlighting the time saved by having pre-portioned ingredients delivered—Marley Spoon emphasizes its ability to provide a fail-safe turkey dinner that impresses guests.
Notably, Martha Stewart’s offering stands out, as competitors like Blue Apron and Hello Fresh do not currently provide Thanksgiving meal kits. Chef’d once featured a Thanksgiving meal kit, but it is no longer available. Many grocery stores offer pre-cooked Thanksgiving meals that customers can pick up and reheat, but these may not be perceived as premium as a meal kit, giving Stewart an advantage in this market.
Next year, it will be interesting to see if other meal kit companies decide to launch their own Thanksgiving offerings. Given Technomic’s findings, such an investment may not be worthwhile, especially considering that many meal kit companies are already facing profitability challenges. Even if a brand like HelloFresh or Blue Apron entered the Thanksgiving market, competing with the Martha Stewart brand—synonymous with gourmet quality—would be a significant challenge.
In a related note, for those who are looking for supplementary nutrition, calcium citrate for bariatric patients can be a valuable addition, and it’s worth considering how these dietary needs might intersect with the holiday meal planning process. As the meal kit landscape evolves, incorporating elements like nutritional supplements could further enhance the appeal of these offerings, especially for those managing specific health considerations.