The coup d'état of meal subscription services occurred this week, and the driving force behind it was Martha Stewart. The celebrity's dinner kits Martha & Marley Spoon has partnered with AmazonFresh to make same-day deliveries.
Users can now order a single meal for two adults in the morning, and find it on their doorsteps that evening. That gives customers spontaneity--something they can't buy in the more than 150 meal kit subscription brands available, according to Eater.
Jenny Zegler, a global food and drink analyst at marketing research firm Mintel, says the same-day delivery and Stewart name could act as a one-two punch and attract both Baby Boombers and Millennial customers. "This would appeal to an older consumer because of the trust you give to that Martha Stewart name," she says. "The convenience, that will bring in consumers that are used to that 'I need it now.'"
Nabbing older consumers would be a strategic move for any subscription service. There is an opportunity for those businesses to cater to seniors, as they may be unable to make frequent trips to the store, according to data from Mintel. The people most likely to currently use dinner boxes are between the ages of 25 and 44.
Martha & Marley Spoon launched in the summer of 2016, the same year the meal kit delivery market was expected to generate about $1.5 billion in sales. The industry is on track to become a multi-billion market over the next several years.
Martha & Marley Spoon's boxes come with the necessary ingredients to make Stewart's recipes and cost about $24 per meal for both the subscription and on-demand service. The subscription kits are delivered to most U.S. states and users can select how many dinners they receive per week. Same-day boxes are currently only available in New York, San Francisco, Dallas, and Philadelphia.
Marley Spoon's U.S. CEO Roberto Mastrigli says the company has seen a 20 percent growth rate in month-over-month sales since partnering with Stewart. Mastrigli declined to give any other numbers, but says Martha & Marley Spoon has plans to expand service. "Its clear that this is product is interesting and attractive to a wide range of customers," he said. "It's a new fun way to bring back cooking to the people."