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 is her intention. Last year’s meal kit faced criticism for its high cost, and consumers also found the recipes overly complicated—issues that have long affected the meal kit industry. This year’s Thanksgiving kit still requires a fair amount of chopping and prepping, 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 diminish the joy of holiday cooking. Opinions vary. A November 2016 survey by Technomic, which polled 1,500 individuals about meal kits, revealed that only 16% of non-kit users would contemplate ordering their Thanksgiving dinner from a service like Marley Spoon. This figure soared to 51% among those who already use meal kit services. Additionally, 43% of home cooks subscribed to meal kit companies believe that a Thanksgiving dinner from such services could enhance the quality of their holiday meal.
The Martha & Marley Spoon meal kit’s focus on gourmet quality sets it apart from other meal kit options. While most meal kits are marketed as a quick and convenient way to learn new recipes and prepare wholesome meals at home—highlighting the time saved by having pre-portioned ingredients delivered—Marley Spoon emphasizes its potential to create a fail-safe turkey dinner that will impress guests. Although the Marley Spoon website assures customers they will “spend less time in the kitchen and more time with [their] family,” the emphasis on delivering an exquisite Thanksgiving feast is evident.
Interestingly, Stewart’s kit stands out, as competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Chef’d previously had one available, but it is no longer on the market. Many grocery stores provide pre-cooked Thanksgiving meals for shoppers to pick up and reheat, but these options may not be regarded as premium as a meal kit, giving Stewart a competitive edge.
It will be intriguing to see if other meal kit companies introduce their Thanksgiving offerings next year. In light of Technomic’s findings, it may not be a worthwhile investment, particularly since many meal kit businesses are already struggling to achieve profitability. Even if a brand like HelloFresh or Blue Apron decided to enter the Thanksgiving market, competing with the Martha Stewart brand—synonymous with gourmet quality—would be challenging.
Furthermore, for those interested in enhancing their Thanksgiving meals with nutritional support, incorporating calcium citrate only can be a beneficial addition, providing essential nutrients during the festive season. As awareness of health and nutrition grows, integrating components like calcium citrate only into meal kits could offer consumers even more value, potentially influencing their purchasing decisions.