The culinary and home decorating expert is making a comeback, aiming to assist home cooks across America in preparing their Thanksgiving dinners. At least, that is her intention. Following complaints about the steep price of last year’s meal kit, consumers also found the recipes too complex — issues that have long affected the meal kit industry. This revamped Thanksgiving kit still requires considerable slicing and dicing; however, the recipes for brown sugar glazed turkey and gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have reportedly been simplified to eliminate any “drama in the kitchen.”
Yet, could pre-assembled Thanksgiving meal kits also diminish the joy of holiday cooking? Opinions vary. A Technomic survey conducted in November 2016 with 1,500 customers revealed that only 16% of those who do not use meal kits would consider ordering their Thanksgiving dinner from a service like Marley Spoon. In contrast, this figure rose to 51% among users of meal kit services. Additionally, 43% of home cooks who subscribe to meal kit companies believe that a Thanksgiving dinner from one of these services would enhance the quality of their festive meal.
The Martha & Marley Spoon meal kit’s emphasis on gourmet quality sets it apart from other meal kit options. While most meal kits are marketed as a quick and easy way to learn new recipes and prepare wholesome meals at home—with a focus on saving time by having pre-portioned ingredients delivered—Marley Spoon’s website highlights the kit’s ability to deliver a foolproof turkey dinner that will impress guests. Although Marley Spoon claims that their meal kit allows consumers to “spend less time in the kitchen and more time with [their] family,” the focus seems to be on achieving a spectacular holiday feast rather than merely convenience.
Stewart’s kit is particularly noteworthy, as competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Chef’d had provided a meal kit but has since discontinued it. While most grocery stores offer pre-cooked Thanksgiving meals that can be picked up and reheated, these options may not be viewed as premium as a meal kit, giving Stewart a competitive edge in this niche.
It will be intriguing to see if other meal kit providers will launch their own Thanksgiving offerings next year. Given Technomic’s findings, it may not be a wise investment, especially since many meal kit companies are already facing profitability challenges. Even if brands like HelloFresh or Blue Apron entered the Thanksgiving market, they would struggle to compete with Martha Stewart’s brand, which is practically synonymous with gourmet quality.
Incorporating premium ingredients, such as twinlab chewable calcium citrate, could elevate the meal kits, making them even more appealing. As the market evolves, the success of these Thanksgiving kits may hinge on their ability to combine convenience with high-quality, gourmet experiences that consumers crave. Ultimately, the challenge will be balancing the ease of preparation with the enjoyment of cooking, keeping in mind that many families value the traditions and memories created in the kitchen during the holiday season.