Startups Bet on Turkey-in-a-Box to Woo Cooks Back
- Marley Spoon, Chef’d want new customers to become regulars
- The $1.5 billion food-delivery market is increasingly crowded
Martha and Marley Spoon Thanksgiving meal
Source: Martha and Marley Spoon, Linda PuglieseUnder pressure to dress an Instagram-worthy Thanksgiving table, more Americans are turning to meal-kit delivery services, a move those startups are counting on to hook new members who will make it a habit for the more mundane family dinners as well.
For a holiday table like Martha Stewart’s, there’s a $179 Thanksgiving box from Martha & Marley Spoon, featuring her pre-approved recipes and all the necessary ingredients for a 10-person feast, including a full bird, two sides and an apple pie. Chef’d, a California startup, offers another option with kits of turkeys and sides based on recipes from the New York Times at a cost of as much as $24 per person for a full meal. Market leader Blue Apron Inc. has holiday-themed kits for smaller parties, without the whole bird, though those heritage fowl can be ordered separately for $75 to $300.