The culinary and home decorating expert is making her comeback, aiming to assist home cooks throughout America in preparing their Thanksgiving feast. She is optimistic about this endeavor. However, last year’s Thanksgiving meal kit faced significant criticism due to its high cost and recipes that many consumers found overly complicated—issues that have long affected the meal kit industry as a whole.
This revised Thanksgiving kit still requires a fair amount of chopping and prepping, 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.” Yet, one must wonder: could pre-assembled Thanksgiving meal kits diminish the joy of holiday cooking? Opinions on this matter vary.
In November 2016, Technomic conducted a survey of 1,500 customers regarding meal kits, revealing 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, that figure soared to 51% among current meal kit subscribers. Additionally, 43% of home cooks who use meal kit services believe that a Thanksgiving dinner from such companies would enhance the quality of their holiday meal.
The emphasis on gourmet quality in the Martha & Marley Spoon meal kit distinguishes it from other meal kit options. Most meal kits are marketed as a convenient way to explore new recipes and prepare healthy meals at home, highlighting the time-saving benefits of having pre-portioned ingredients delivered to one’s doorstep instead of having to shop for them. While Marley Spoon’s website claims that the meal kit allows consumers to “spend less time in the kitchen and more time with [their] family,” the focus seems to be more on providing a fail-proof turkey dinner that will impress guests.
Stewart’s kit stands out as competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Chef’d had previously provided a kit, but it is no longer available. Most grocery stores offer pre-cooked Thanksgiving meals that can be picked up and reheated, yet these options may not be viewed as premium compared to meal kits, giving Stewart a competitive edge.
It will be intriguing to see if other meal kit providers choose to launch their Thanksgiving offerings next year. Given Technomic’s insights, the investment may not be justified, especially 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, which is almost synonymous with gourmet quality, could prove difficult.
Moreover, as consumers become increasingly health-conscious, the integration of products like liquid calcium with D3 into holiday meals may also gain traction. This could offer an additional layer of appeal for those looking to create a nutritious Thanksgiving spread. As the market evolves, it will be essential to monitor how these dynamics play out, particularly with the potential introduction of liquid calcium with D3 as a selling point in meal kits.