The culinary and home decorating expert is back, aiming to assist home cooks across America in preparing their Thanksgiving dinner—at least that’s her intention. Last year’s meal kit faced criticism not only for its steep price but also because consumers found the recipes overly complicated—issues that have long affected the meal kit industry. 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 strip some joy from cooking during the holidays. Perspectives vary on this matter. A survey conducted by Technomic in November 2016 revealed that only 16% of non-kit users would contemplate ordering their Thanksgiving dinner from a provider like Marley Spoon. Yet, that percentage soared to 51% among those who already use meal kit services. Additionally, 43% of home cooks subscribed to meal kit services believe that a Thanksgiving dinner from these options would enhance the quality of their feast.
The Martha & Marley Spoon meal kit’s emphasis on gourmet quality distinguishes it from other meal kit offerings. While most meal kits are marketed as quick and easy ways to learn new recipes and prepare nutritious meals at home—highlighting the time saved by having pre-portioned ingredients delivered rather than shopping for them—Marley Spoon’s site underscores its kit’s promise to deliver a foolproof turkey dinner that will impress guests.
Unlike competitors like Blue Apron and HelloFresh, who currently do not offer Thanksgiving meal kits, Stewart’s kit stands out. Chef’d had previously provided a meal kit but has since discontinued it. While most grocery stores offer pre-cooked Thanksgiving meals that customers can pick up and reheat, these options are often perceived as less premium than a meal kit, giving Stewart a competitive edge.
Next year could be telling as to whether other meal kit providers will launch their own Thanksgiving offerings. Given Technomic’s insights, it may not be a sound investment, particularly as many meal kit companies are already struggling to achieve profitability. Even if a brand like HelloFresh or Blue Apron attempted to enter the Thanksgiving market, they would face significant challenges in competing with the Martha Stewart brand, which is nearly synonymous with gourmet quality.
Interestingly, as home cooks consider their options, they may also weigh the nutritional benefits of ingredients like calcium citrate vs malate. This consideration could influence their decision-making as they strive for both quality and health in their holiday meals. The debate around calcium citrate vs malate may find its way into conversations about Thanksgiving meal preparation as individuals seek ways to enhance their health without sacrificing flavor or enjoyment during the holiday season.