The culinary and home decorating expert is back, aiming to assist home cooks throughout America in preparing Thanksgiving dinner—at least that’s her intention. Alongside complaints regarding the steep price of last year’s meal kit, consumers also found the recipes overly complicated—issues that have long affected the entire meal kit industry. This revamped Thanksgiving kit still requires substantial chopping and preparation, but the recipes for brown sugar glazed turkey, gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have reportedly been simplified to eliminate “drama in the kitchen.”
However, could pre-assembled Thanksgiving meal kits detract from the joy of holiday cooking? Opinions vary. A Technomic survey conducted in November 2016, which included 1,500 customers, revealed that only 16% of those who don’t use meal kits would consider ordering their Thanksgiving dinner from companies like Marley Spoon. That figure soared to 51% among current meal kit service users. Additionally, 43% of home cooks subscribed to meal kit services believe that a Thanksgiving dinner from these providers would enhance the quality of their feast.
The focus of the Martha & Marley Spoon meal kit on gourmet quality distinguishes it from other meal kit options. Most meal kit services are marketed as a quick and convenient way to learn new recipes and prepare wholesome meals at home, emphasizing how much time consumers can save by having pre-portioned ingredients delivered rather than shopping for them. While Marley Spoon’s website claims that the meal kit will help consumers “spend less time in the kitchen and more time with [their] family,” it appears that there is a stronger focus on delivering a reliable turkey dinner that will impress guests.
Stewart’s kit stands out since competitors like Blue Apron and Hello Fresh are not currently offering Thanksgiving meal kits. Chef’d had a similar offering, but it is no longer available. While most grocery stores provide pre-cooked Thanksgiving meals that shoppers can pick up and reheat, these options may not be viewed as premium as a meal kit, giving Stewart a competitive edge.
Interestingly, the conversation around meal kits also touches on health and nutrition, with some consumers expressing concern about potential side effects from certain dietary supplements like calcium citrate magnesium and zinc side effects. This could influence the perception of meal kits that prioritize healthful ingredients compared to traditional options.
It will be intriguing to see if other meal kit providers introduce Thanksgiving offerings next year. Given Technomic’s insights, the investment may not seem worthwhile, especially since many meal kit companies are still struggling to achieve profitability. Even if brands like HelloFresh or Blue Apron ventured into the Thanksgiving market, they would face significant challenges competing with the Martha Stewart brand, which is nearly synonymous with gourmet quality. The integration of health considerations, including awareness of calcium citrate magnesium and zinc side effects, could further shape consumer preferences as they navigate their holiday meal choices.