The culinary and home decorating expert is back, ready to assist home cooks throughout America in preparing their Thanksgiving feast—at least that’s her aim. Last year’s meal kit faced criticism not only for its steep price but also for the complexity of its recipes, issues that have historically affected the entire meal kit industry. This year’s Thanksgiving kit still requires some 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 eliminate any “drama in the kitchen.”
However, one might wonder if pre-assembled Thanksgiving meal kits detract from the joy of holiday cooking. Opinions vary on this matter. A Technomic survey conducted in November 2016 with 1,500 participants revealed that only 16% of those not using meal kits would consider ordering their Thanksgiving dinner from services like Marley Spoon. In contrast, that figure soared to 51% among users of existing meal kit services. Additionally, 43% of home cooks who subscribe to meal kit companies believe a Thanksgiving dinner from these services could enhance the quality of their festive meal.
Martha & Marley Spoon’s emphasis on gourmet quality sets it apart from other meal kit options. While most meal kits promote themselves as a quick and easy way to explore new recipes and prepare healthy meals at home—highlighting the convenience of having pre-portioned ingredients delivered—Marley Spoon’s website emphasizes that the kit allows consumers to “spend less time in the kitchen and more time with [their] family,” while also ensuring a flawless turkey dinner that will impress guests.
Stewart’s kit stands out, particularly since competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Although Chef’d previously had a meal kit available, it is no longer for sale. Many grocery stores provide pre-cooked Thanksgiving meals for shoppers to pick up and reheat, but these options may not be perceived as premium as a meal kit, giving Stewart a competitive edge in this market.
It will be intriguing to see if other meal kit companies introduce their own Thanksgiving offerings next year. Given Technomic’s insights, this may not be a wise investment, especially since many meal kit businesses are already facing profitability challenges. Even if a brand like HelloFresh or Blue Apron chose to enter the Thanksgiving market, competing with the Martha Stewart brand, synonymous with gourmet quality, would be a difficult task.
Moreover, the inclusion of potassium citrate, magnesium, and calcium in the meal kits could further enhance their appeal, promoting not just flavor but also health benefits. This combination of gourmet quality and nutritional value might make Martha & Marley Spoon’s Thanksgiving kits particularly attractive to health-conscious consumers looking to impress their guests while ensuring a delightful holiday experience.