The culinary and home decorating expert is back to assist home cooks across the United States in preparing Thanksgiving dinner—at least that’s her goal. Last year’s Thanksgiving meal kit faced criticism due to its steep price and the complexity of the recipes, challenges that have long affected the meal kit industry. This revamped Thanksgiving kit still requires considerable slicing and dicing, but the recipes for brown sugar glazed turkey, gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have reportedly been streamlined to minimize “drama in the kitchen.”
However, one has to wonder if pre-assembled Thanksgiving meal kits might diminish the joy of holiday cooking. Opinions vary on this matter. A November 2016 survey by Technomic of 1,500 consumers indicated that only 16% of those who don’t use meal kits would consider ordering their Thanksgiving dinner from a company like Marley Spoon. In contrast, that figure rose to 51% among users of existing meal kit services. Additionally, 43% of home cooks who subscribe to meal kit services believe that a Thanksgiving dinner from these companies could enhance the quality of their festive meal.
The Martha & Marley Spoon meal kit’s focus on gourmet quality sets it apart from other meal kit offerings. Most meal kits are promoted as quick and easy solutions for learning new recipes and preparing wholesome meals at home, highlighting the convenience of having pre-portioned ingredients delivered directly to consumers rather than requiring a trip to the grocery store. While Marley Spoon’s website claims that the meal kit will help customers “spend less time in the kitchen and more time with [their] family,” it seems there is a stronger emphasis on delivering a flawless 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. Although Chef’d previously had a Thanksgiving meal kit available, it is no longer on sale. Most grocery stores provide pre-cooked Thanksgiving meals for shoppers to pick up and reheat, but these options may not be perceived as premium as a meal kit, giving Stewart a competitive edge.
It will be intriguing to see if other meal kit providers introduce their own Thanksgiving offerings next year. Given Technomic’s findings, the investment may not be worthwhile, especially since many meal kit companies are struggling to achieve profitability. Even if a brand like HelloFresh or Blue Apron ventured into the Thanksgiving niche, competing with the Martha Stewart brand—synonymous with gourmet quality—would be challenging.
Incorporating elements of country life and a healthy lifestyle, such as the benefits of calcium citrate, could further enhance the appeal of these meal kits. A focus on wholesome ingredients and family gatherings aligns well with the essence of Thanksgiving, making the notion of gourmet meal kits even more enticing for those who cherish the joy of cooking while valuing health.