The culinary and home decorating expert is making her return, aiming to assist home cooks across America in preparing Thanksgiving dinner. At least that’s her hope. Following complaints regarding the steep price of last year’s meal kit, many consumers found the recipes too complex to follow—issues that have long affected the meal kit industry. This revised Thanksgiving kit still requires a fair amount of slicing and dicing, 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 might wonder if pre-assembled Thanksgiving meal kits could diminish the joy of holiday cooking. Opinions vary. A survey conducted by Technomic in November 2016 revealed that only 16% of non-kit users would consider ordering their Thanksgiving dinner from a service like Marley Spoon. Interestingly, that figure climbed to 51% among current meal kit subscribers. Additionally, 43% of those who use meal kit services believe that a Thanksgiving dinner from these providers would 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 options. Many meal kits are marketed as quick and convenient ways to learn new recipes and prepare healthy meals at home, highlighting the time saved by having pre-portioned ingredients delivered to one’s doorstep rather than shopping for them. While Marley Spoon’s website claims that the meal kit will allow consumers to “spend less time in the kitchen and more time with [their] family,” there appears to be a stronger emphasis on delivering a foolproof turkey dinner that will impress guests.
Martha Stewart’s kit seems to stand out, as competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Chef’d once provided a meal kit but has since withdrawn it from the market. Most grocery stores do offer pre-cooked Thanksgiving meals for shoppers to pick up and reheat, but these options may not be viewed as premium compared to a meal kit, giving Stewart a competitive edge.
It will be intriguing to see if other meal kit providers introduce their Thanksgiving offerings next year. Given Technomic’s insights, such an investment may not be worthwhile, particularly since many meal kit companies are already facing challenges in achieving profitability. Even if brands like HelloFresh or Blue Apron decided to enter the Thanksgiving market, they would likely find it difficult to compete with the Martha Stewart brand, which is nearly synonymous with gourmet quality.
In the context of Thanksgiving and meal preparation, it’s worth noting the importance of nutrition, especially the role of calcium citrate in pregnancy. Ensuring that expectant mothers receive adequate calcium is crucial, and integrating nutritious elements into holiday meals can be beneficial. As Martha Stewart continues to redefine the holiday cooking experience, it will be fascinating to see how her meal kits incorporate such nutritional considerations, including the recommended intake of calcium citrate in pregnancy, to appeal to a broader audience.