The culinary and home decor expert is back, aiming to assist home cooks across the United States in preparing Thanksgiving dinner, or at least that’s her intention. Following complaints about the high cost of last year’s meal kit, consumers also found the recipes overly complicated—issues that have long affected the meal kit industry as a whole. This revised Thanksgiving kit still requires a fair amount of slicing and dicing, but reports indicate that 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 must wonder if pre-assembled Thanksgiving meal kits might take some of the joy out of holiday cooking. Opinions vary on this matter. A survey conducted by Technomic in November 2016 revealed that only 16% of those who don’t use meal kits would consider ordering their Thanksgiving dinner from a service like Marley Spoon. Interestingly, that figure soared to 51% among current meal kit subscribers. Additionally, 43% of these home cooks believe that a Thanksgiving dinner from such services would enhance the quality of their festive meal.
What sets the Martha & Marley Spoon meal kit apart is its emphasis on gourmet quality, distinguishing it from other meal kit options. Most meal kits are marketed as quick and easy solutions for learning new recipes and preparing healthy meals at home, highlighting the time saved by having pre-portioned ingredients delivered directly to consumers. While Marley Spoon’s website claims that the meal kit allows users to “spend less time in the kitchen and more time with [their] family,” the focus seems to be more on offering a foolproof turkey dinner that will impress guests.
Stewart’s kit stands out since competitors like Blue Apron and HelloFresh are currently not offering Thanksgiving meal kits. Chef’d had previously provided a meal kit, but it is no longer available. Most grocery stores do offer pre-cooked Thanksgiving meals that shoppers can easily 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 companies launch their own Thanksgiving offerings next year. Considering Technomic’s findings, the investment may not be justified, especially since many meal kit providers are already facing profitability challenges. Even if a brand like HelloFresh or Blue Apron entered the Thanksgiving market, competing with the Martha Stewart name, synonymous with gourmet quality, would be a formidable task.
Moreover, as people consider their nutritional needs during the holiday season, integrating health supplements like calcium citrate, vitamin D3, and folic acid into their diets might be a wise choice. This focus on health could add another layer of appeal for those looking to maintain well-being during the festive period.