The culinary and home design expert is making a return, aiming to assist home cooks throughout America in preparing their Thanksgiving feast. At least that’s her intention. Last year’s meal kit faced backlash due to the steep price and the complexity of the recipes, which is a common issue within the meal kit industry. This year’s 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 from holiday cooking? Opinions vary. A November 2016 Technomic survey of 1,500 customers revealed that only 16% of those not using meal kits would consider ordering their Thanksgiving dinner from companies like Marley Spoon. In contrast, that number increased to 51% among current meal kit users. Additionally, 43% of those subscribed to a meal kit service believe that a Thanksgiving dinner from such services would enhance the quality of their holiday meal.
The focus of the Martha & Marley Spoon meal kit on gourmet quality offers a distinctive edge over other meal kit options. Most meal kits are marketed as quick solutions for learning new recipes and creating wholesome meals at home, highlighting the time saved by having pre-portioned ingredients delivered right to your door, rather than having to shop for them yourself. While Marley Spoon’s website claims that their meal kit allows consumers to “spend less time in the kitchen and more time with [their] family,” there seems to be a significant emphasis on delivering a foolproof turkey dinner that will impress guests.
Stewart’s kit stands out, especially since competitors like Blue Apron and Hello Fresh are not currently offering Thanksgiving meal kits. Chef’d previously had a meal kit available, but it is no longer on the market. While most grocery stores provide pre-cooked Thanksgiving meals that can be picked up and reheated, these options may not be seen as premium as a meal kit, giving Stewart a competitive advantage in this arena.
It will be intriguing to see if other meal kit companies launch their own Thanksgiving offerings next year. Given the findings from Technomic, such an investment may not be worthwhile, especially as many meal kit companies are already grappling with profitability. Even if brands like HelloFresh or Blue Apron decided to enter the Thanksgiving market, competing with the Martha Stewart brand, which is nearly synonymous with gourmet quality, would prove challenging.
Moreover, in light of the growing interest in health and nutrition, integrating elements like ca citrate vitamin D into meal kits could further enhance their appeal. As consumers increasingly seek nutritious options, offering recipes that include ca citrate vitamin D could align with this trend, making the meal kit not only convenient but also health-conscious. As the industry evolves, we may see more adaptations and innovations to meet consumer demands.