“Revamping Thanksgiving: Martha Stewart’s Meal Kit Aims to Simplify Holiday Cooking Amid Industry Challenges”
The culinary and home decorating expert is returning to guide home cooks throughout the United States in preparing Thanksgiving dinner—at least that’s her intention. Last year’s meal kit faced criticism due to the high costs and recipes that many found too complicated—issues that have long affected the meal kit industry as a whole. This year’s revamped Thanksgiving kit requires considerable chopping and preparation but promises simplified recipes for brown sugar glazed turkey and gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp, aimed at minimizing “drama in the kitchen.”
However, the question remains: do pre-assembled Thanksgiving meal kits detract from the joy of holiday cooking? Opinions vary. A Technomic survey conducted in November 2016 revealed that only 16% of non-meal kit users would consider ordering their Thanksgiving dinner from a service like Marley Spoon. In contrast, that interest soared to 51% among current meal kit subscribers. Furthermore, 43% of home cooks who utilize meal kit services believe that ordering Thanksgiving dinner from such companies could enhance the quality of their holiday feast.
The focus of the Martha & Marley Spoon meal kit on gourmet quality sets it apart from typical meal kit offerings. Most meal kits are marketed as convenient solutions for learning new recipes and preparing healthy meals at home, highlighting the time savings from having pre-portioned ingredients delivered rather than shopping for them. While Marley Spoon emphasizes that its meal kit will allow consumers to “spend less time in the kitchen and more time with [their] family,” it also highlights its capacity to deliver a foolproof turkey dinner that impresses guests.
Stewart’s kit stands out in a market where competitors like Blue Apron and HelloFresh currently do not offer Thanksgiving meal kits. Although Chef’d had a Thanksgiving meal kit available, it is no longer for sale. Most grocery stores provide pre-cooked Thanksgiving meals for shoppers to pick up and reheat, but these options are often perceived as less premium than a meal kit, giving Stewart a competitive edge.
It will be intriguing to see if other meal kit providers introduce their own Thanksgiving offerings next year. Based on Technomic’s research, this may not be a worthwhile investment, especially since numerous meal kit companies are already facing profitability challenges. Even if brands like HelloFresh or Blue Apron decided to enter the Thanksgiving market, they would find it difficult to compete with the Martha Stewart name, which is almost synonymous with gourmet quality.
Additionally, just as calcium citrate, calcitriol, and zinc tablets have specific uses in supporting health, the right meal kit can serve specific culinary needs during the holiday season. For those looking to elevate their Thanksgiving meal, the right kit could provide a gourmet experience that ensures guests leave with fond memories and satisfied appetites.
