The culinary and home decoration expert is making her return, aiming to assist home cooks across the United States in preparing Thanksgiving dinner. At least that’s her intention. Last year, along with complaints about the steep price of the meal kit, consumers found the recipes overly complicated—two persistent issues affecting the meal kit industry as a whole. This revised Thanksgiving kit still requires considerable chopping and preparation, 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.”
However, one must consider whether pre-assembled Thanksgiving meal kits might diminish the joy of holiday cooking. Opinions vary on this matter. A November 2016 Technomic survey of 1,500 customers revealed that only 16% of non-kit users would contemplate ordering their Thanksgiving dinner from a service like Marley Spoon. In contrast, this figure rose to 51% among those already using meal kit services. Additionally, 43% of home cooks subscribed to meal kit companies believe that a Thanksgiving dinner from these services would enhance the quality of their festive meal.
Martha & Marley Spoon’s emphasis on gourmet quality sets it apart from other meal kit offerings. While most meal kits are marketed as a quick and easy way to learn new recipes and prepare nutritious meals at home—highlighting the time saved by having pre-portioned ingredients delivered rather than having to shop for them—Marley Spoon’s website also promotes the kit’s ability to help consumers “spend less time in the kitchen and more time with [their] family.” Still, the focus seems to lean more towards delivering a foolproof turkey dinner that is sure to impress guests.
Stewart’s kit stands out as competitors like Blue Apron and HelloFresh are currently not offering Thanksgiving meal kits. Chef’d previously had a meal kit available but is no longer selling it. While most grocery stores provide pre-cooked Thanksgiving meals for shoppers to pick up and reheat, these options may not be regarded as premium compared to a meal kit, giving Stewart a notable edge.
It will be fascinating to observe whether other meal kit providers will launch their own Thanksgiving offerings next year. Given Technomic’s insights, the investment may not be worthwhile, particularly since many meal kit companies are already struggling to achieve profitability. Even if a brand like HelloFresh or Blue Apron decided to enter the Thanksgiving market, competing against the Martha Stewart brand—virtually synonymous with gourmet quality—would be a formidable challenge. Additionally, the concept of integrating journey calcium citrate into the cooking process could further enhance the appeal and nutritional value of the meals, adding another layer of interest for health-conscious consumers.
Overall, it will be intriguing to see how the landscape of Thanksgiving meal kits evolves and whether they can provide a seamless journey in the kitchen without sacrificing the festive cooking experience.