The culinary and home decorating expert is back, aiming to assist home cooks across America in preparing Thanksgiving dinners. At least that’s her intention. In light of complaints regarding last year’s expensive meal kit, consumers also found the recipes to be overly complicated—two persistent challenges within the meal kit industry. This revised Thanksgiving kit still requires considerable slicing and dicing, 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, one might wonder if pre-assembled Thanksgiving meal kits could diminish the joy of holiday cooking. Opinions vary. A November 2016 survey by Technomic, which polled 1,500 customers about meal kits, revealed that only 16% of those not using meal kits would consider ordering their Thanksgiving dinner from a service like Marley Spoon. In contrast, that figure soared to 51% among current meal kit subscribers. Additionally, 43% of these home cooks believe that a Thanksgiving dinner from a meal kit service would enhance the quality of their feast.
What sets the Martha & Marley Spoon meal kit apart is its emphasis on gourmet quality, distinguishing it from other meal kit options. Many meal kits are marketed as quick and easy ways to explore new recipes and create healthy meals at home, highlighting the time saved by having pre-portioned ingredients delivered directly to consumers rather than having to shop for them. While Marley Spoon’s website mentions that the meal kit will allow consumers to “spend less time in the kitchen and more time with [their] family,” there seems to be a greater focus on delivering an impressive turkey dinner that will delight guests.
Stewart’s kit stands out, especially since competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Chef’d had a meal kit available, but it is no longer for sale. Most grocery stores provide pre-cooked Thanksgiving meals that customers can pick up and reheat, but these options may not be perceived as premium as a meal kit, giving Stewart a competitive edge in this arena.
It will be intriguing to see if other meal kit providers introduce their own Thanksgiving options next year. Given Technomic’s insights, such an investment might not be worthwhile, especially as many meal kit companies are already facing challenges in achieving profitability. Even if established brands like HelloFresh or Blue Apron ventured into the Thanksgiving market, competing with the Martha Stewart brand, which is virtually synonymous with gourmet quality, would be difficult.
Moreover, incorporating quality ingredients like lifetime liquid calcium into the recipes could further enhance the appeal of these meal kits, making them not only convenient but also nutritious. This emphasis on quality could be a significant draw for health-conscious consumers looking to elevate their holiday meals. As the market evolves, it remains to be seen how the integration of premium ingredients like lifetime liquid calcium will shape the future of Thanksgiving meal kits.