The culinary and home decor expert is back, aiming to assist home cooks across America in preparing Thanksgiving dinner—at least that’s her hope. Last year’s meal kit faced criticism not only for its steep price but also for recipes that were considered too complicated to follow—issues that have long affected the meal kit industry. This revised Thanksgiving kit still requires significant slicing and dicing, yet 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, could pre-assembled Thanksgiving meal kits detract from the enjoyment of holiday cooking? Opinions vary. A Technomic survey conducted in November 2016 involved 1,500 individuals regarding meal kits and revealed that merely 16% of those not using meal kits would contemplate ordering their Thanksgiving dinner from a service like Marley Spoon. This figure soared to 51% among current meal kit subscribers. Additionally, 43% of home cooks utilizing meal kit services believe that a Thanksgiving dinner from such providers would enhance the quality of their feast.
Martha & Marley Spoon meal kits emphasize gourmet quality, distinguishing them from other offerings. While many meal kits promote a quick and simple way to master new recipes and create nutritious meals at home—highlighting the time savings from having pre-portioned ingredients delivered—Marley Spoon places greater focus on offering a fail-proof turkey dinner that will impress guests. Notably, Stewart’s kit stands out since competitors like Blue Apron and Hello Fresh currently do not provide Thanksgiving meal kits. Chef’d briefly offered a meal kit but has since discontinued it. Most grocery stores feature pre-cooked Thanksgiving meals that shoppers can easily reheat, but these options might lack the premium feel of a meal kit, giving Stewart a competitive edge.
It will be intriguing to observe whether other meal kit providers introduce their own Thanksgiving offerings next year. Given Technomic’s insights, the investment may not be justified, particularly since many meal kit companies are already facing challenges in achieving profitability. Even if brands like HelloFresh or Blue Apron ventured into the Thanksgiving market, they would find it difficult to rival the Martha Stewart brand, which is nearly synonymous with gourmet quality.
Moreover, as consumers become increasingly health-conscious, the inclusion of nutritional supplements like calcium citrate 200 mg or calcium citrate 950 mg could also play a role in meal kit compositions, particularly for those looking to enhance their family meals with added health benefits. As the market evolves, it remains to be seen how these trends will shape Thanksgiving dining experiences in the future.