Press Release Prepared Foods

Marley Spoon’s Customer-Centric Approach to Grow Market Share in the U.S.

Wednesday, March 13th, 2019

Marley Spoon is set to offer customers far MORE choice.

While other meal kits are struggling to scale, Marley Spoon plans to increase its share of the U.S. meal-kit market this March by offering customers a greatly expanded menu and plan flexibility.

Marley Spoon has always put customers at the center of its decision making. After reviewing customer feedback, Marley Spoon found that subscribers to both kits seek more variety and want choices that fit with their tastes and dietary requirements.

Marley Spoon plans to increase its share of the U.S. meal-kit market this March by offering customers a greatly expanded menu and plan flexibility

Marley Spoon partnered in 2016 with Martha Stewart to launch Martha & Marley Spoon in the U.S. and was the first to market in 2017 with an affordable meal kit called Dinnerly, a kit that offers meals for just $4.99 per serve.

In the US, net revenue increased by 21% quarter on quarter in 2018, more than doubling compared to the previous corresponding period reinforcing the Company’s two brand strategy (“Martha & Marley Spoon” and “Dinnerly”) that capture two distinct segments of the market, and the anticipation is that more choice will appeal to the loyal subscriber base and continue to contribute to revenue growth.

The company’s two brand strategy (“Martha & Marley Spoon” and “Dinnerly”) capture two distinct segments of the market

To accommodate growth Marley Spoon has opened two new facilities. In New York operations has moved to 75,000 square foot facility in Newark, New Jersey, and a new 128,000 square foot manufacturing center in Dallas, Texas has just commenced operations this month to support growth plans.

Key Points for Dinnerly Plan Expansion

  • - Starting March 11 (for couples) and end of March (for families), Dinnerly will become the only affordable meal kit in the U.S. to offer subscribers eight recipes and more than three meals weekly.
  • - The Dinnerly subscriber will be able to choose from new meals plans to suit their cooking needs – three, four and up to five meals a week.
  • - Being able to order five meals a week will up the convenience considerably and drastically cut down on the dependence on having to also visit the grocery store during a busy work week.
  • - Price stays at just $4.99 per serve, plus $8.99 shipping. For example, a 2-person kit containing 4 recipes will be $39.92 + $8.99 = $48.91.

Key Points for Martha & Marley Spoon Menu Expansion

  • - On March 4, Martha & Marley Spoon customers can choose from 20 rather than 12 meals each week.
  • - This will make Martha & Marley Spoon one of only a few meal kit companies in the United States to offer 20 recipes per week.
  • -As part of Martha & Marley Spoon's expansion, you will also be able to explore recipe by categories such as family-friendly, vegetarian & vegan, health & diet, meat & fish, and recipes that can be cooked in under 30-minutes.

In This Story

Recipes from Martha Stewart + seasonal ingredients delivered to your door.