The culinary and home decorating expert is making her return, aiming to assist home cooks across the United States in preparing Thanksgiving dinner—at least that’s her intention. After facing complaints about the steep price of last year’s meal kit, as well as consumers finding the recipes overly complicated—issues that have long troubled the meal kit industry—this updated Thanksgiving kit promises a more user-friendly experience. While there is still a fair amount of slicing and dicing involved, the recipes for brown sugar glazed turkey and gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have been streamlined to minimize “drama in the kitchen.”
However, one must consider: do pre-assembled Thanksgiving meal kits detract from the enjoyment of holiday cooking? Opinions vary. A Technomic survey conducted in November 2016 revealed that only 16% of non-kit users would contemplate ordering their Thanksgiving dinner from a service like Marley Spoon. In contrast, that figure rose to 51% among those who already use meal kit services. Furthermore, 43% of home cooks subscribed to these services believe that a Thanksgiving dinner from such offerings could enhance the quality of their festive meal.
What sets the Martha & Marley Spoon meal kit apart is its focus on gourmet quality, which distinguishes it from many other meal kit options. Most meal kits are marketed as quick and easy solutions for learning new recipes and preparing wholesome meals at home, highlighting the time savings gained by having pre-portioned ingredients delivered right to the door instead of having to shop in stores. While Marley Spoon’s website does promote the idea that the meal kit will allow consumers to “spend less time in the kitchen and more time with [their] family,” the emphasis seems to be on delivering a foolproof turkey dinner that will impress guests.
Stewart’s kit stands out, as competitors such as Blue Apron and Hello Fresh are not currently offering Thanksgiving meal kits. Chef’d may have had a meal kit available, but it is no longer on the market. Most grocery stores provide pre-cooked Thanksgiving meals that shoppers can easily pick up and reheat, but these options might not be regarded as premium as a meal kit, giving Stewart a competitive edge in this domain.
It will be fascinating to see if other meal kit providers decide to launch their own Thanksgiving offerings next year. Given the insights from Technomic, it may not be a worthwhile investment, especially since numerous meal kit companies are already struggling to achieve profitability. Even if brands like HelloFresh or Blue Apron were to enter the Thanksgiving market, competing with the Martha Stewart name—which is nearly synonymous with gourmet quality—would be a formidable challenge.
In the context of meal preparation, it’s crucial to consider nutritional aspects as well, such as the calcium citrate elemental calcium content in certain dishes. This could be a selling point for health-conscious consumers looking for gourmet-level meals that also meet their dietary needs. As the trend towards healthier eating continues, incorporating elements like calcium citrate could enhance the appeal of these meal kits.