The culinary and home decorating expert is back, assisting home cooks throughout America in preparing Thanksgiving dinner—at least that’s her intention. Following last year’s meal kit complaints regarding the steep price and the complexity of the recipes, challenges that have long affected the meal kit industry, this updated Thanksgiving kit aims to address those issues. While it still requires plenty of chopping and preparation, the recipes for brown sugar glazed turkey and gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have been simplified to minimize “drama in the kitchen.”
However, one might wonder if pre-assembled Thanksgiving meal kits could detract from the joy of holiday cooking. The answer varies depending on who you ask. A Technomic survey from November 2016 revealed that only 16% of non-meal kit users would consider ordering their Thanksgiving dinner from a service like Marley Spoon, while that figure soared to 51% among current meal kit subscribers. Furthermore, 43% of home cooks using meal kit services feel that a Thanksgiving dinner from these companies would enhance the quality of their festive meal.
Martha & Marley Spoon’s focus on gourmet quality distinguishes it from other meal kit options. While most meal kits are marketed as quick and easy ways to learn new recipes and prepare wholesome meals at home—highlighting the time saved by having pre-portioned ingredients delivered—Marley Spoon’s website emphasizes its potential to create a fail-safe turkey dinner that impresses guests. Notably, Stewart’s kit stands out, as competitors like Blue Apron and Hello Fresh are not currently offering Thanksgiving meal kits. Chef’d previously offered a meal kit, but it is no longer available. Although many grocery stores provide pre-cooked Thanksgiving meals for shoppers to reheat, these options may not be viewed as premium as a meal kit, giving Stewart an advantage in this domain.
It will be intriguing to see if other meal kit providers launch their own Thanksgiving offerings next year. Given Technomic’s insights, such an investment may not be worthwhile, particularly since many meal kit companies are already facing profitability challenges. Even if a brand like HelloFresh or Blue Apron ventured into the Thanksgiving market, competing with the Martha Stewart brand—synonymous with gourmet quality—would be a daunting task.
Incorporating elements like calcium citrate 600 mg without vitamin D into the conversation about meal preparation could also reflect a growing consumer interest in health-conscious options. Whether for Thanksgiving or other occasions, it seems that the culinary landscape is evolving, and the demand for both convenience and quality continues to shape the offerings available to home cooks.