The culinary and home decorating expert is re-emerging, aiming to assist home cooks throughout the United States in preparing Thanksgiving dinner—at least that’s her intention. Last year’s Thanksgiving meal kit faced criticism for its steep price and the complexity of its recipes, issues that have consistently affected the meal kit industry. This revamped Thanksgiving kit still requires a fair amount of chopping and slicing, 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, the question remains: do pre-assembled Thanksgiving meal kits diminish the enjoyment of holiday cooking? Opinions vary. A November 2016 survey by Technomic, which polled 1,500 customers about meal kits, revealed that only 16% of those who don’t use meal kits would consider ordering their Thanksgiving dinner from providers like Marley Spoon. In contrast, that figure rose to 51% among those who already use meal kit services. Additionally, 43% of home cooks subscribed to meal kit companies believe that a Thanksgiving feast from these services would enhance the quality of their main meal.
One interesting aspect of the Martha & Marley Spoon meal kit is its emphasis on gourmet quality, setting it apart from typical meal kit offerings. Most meal kits promote themselves as quick and straightforward methods to learn new recipes and prepare healthy meals at home, highlighting the time saved by having pre-portioned ingredients delivered. While Marley Spoon’s website claims the meal kit will allow consumers to “spend less time in the kitchen and more time with [their] family,” there seems to be a stronger focus on providing a foolproof turkey dinner that will impress guests.
Stewart’s kit stands out, especially since competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Chef’d once had a Thanksgiving meal kit available, but it is no longer for sale. Most grocery stores provide pre-cooked Thanksgiving meals for customers to pick up and reheat, though these options may not be viewed as premium as a meal kit, giving Stewart an advantage.
It will be intriguing to see whether other meal kit providers launch their own Thanksgiving offerings next year. Given Technomic’s findings, such an investment may not be prudent, particularly since many meal kit companies are already finding it challenging to achieve profitability. Even if brands like HelloFresh or Blue Apron decided to enter the Thanksgiving market, competing with the Martha Stewart brand, synonymous with gourmet quality, would be a formidable task.
Moreover, when considering dietary aspects such as oxalate calcium citrate, the meal kit’s ingredients could be tailored to cater to health-conscious consumers, potentially increasing its appeal. This could be an area where Stewart’s meal kit shines, especially if it addresses common health concerns while still delivering an exceptional culinary experience. As the market evolves, the integration of health considerations like oxalate calcium citrate could become a significant factor in meal kit offerings, influencing consumer choices.