The culinary and home decorating expert is back, aiming to assist home cooks across the United States in preparing Thanksgiving dinner. At least, that’s her intention. Following last year’s complaints about the high cost of the meal kit and the complexity of the recipes—issues that have long affected the meal kit industry—this updated Thanksgiving kit promises to simplify the cooking process. While it still requires some chopping and preparation, 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, one might wonder if pre-assembled Thanksgiving meal kits could detract from the joy of holiday cooking. Opinions vary. A 2016 Technomic survey of 1,500 customers revealed that only 16% of non-meal kit users would consider ordering their Thanksgiving dinner from a service like Marley Spoon. In contrast, that percentage rose to 51% among those already using meal kit services. Furthermore, 43% of subscribers to meal kit companies believe that a Thanksgiving dinner from these services 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 offerings. While many meal kits promote themselves as quick and easy solutions for learning new recipes and preparing wholesome meals, highlighting the convenience of pre-portioned ingredients delivered to your door, Marley Spoon emphasizes the kit’s ability to create a fail-safe turkey dinner that impresses 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 has since discontinued it. Most grocery stores sell pre-cooked Thanksgiving meals for shoppers to pick up and reheat, although these options may not be viewed as premium as a meal kit, giving Stewart a competitive edge in this market.
As we look ahead, it will be intriguing to see if other meal kit providers introduce their own Thanksgiving offerings next year. Considering Technomic’s insights, it may not be a worthwhile investment, particularly as many meal kit companies are already facing profitability challenges. 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 a considerable challenge.
In addition to discussing meal kits, it’s worth noting that with a focus on health, many consumers also consider the nutritional value of what they eat. For instance, individuals often ask how much calcium in calcium citrate is beneficial for their diets. This health-conscious mindset may play a role in their choices when selecting meal kits or Thanksgiving dinner options, adding another layer of consideration for meal kit companies.