Sunday, October 29, 2017

Family Meals Made Easy Dinnerly

Success does leave clues and meal kits are one new retail food product that has struck a chord with consumers according to Tacoma, WA based Foodservice Solutions® Grocerant Guru®, Steven Johnson. One person that seemingly always finds success is Martha Stewart with meal kits she stared with Martha & Marley Spoon.  Now Martha & Marley Spoon have developed Dinnerly with meals that cost less than the average Meal Kit.

Dinnerly offers meal kits that are packed with flavor and value and that are easy to prepare for around $ 5 dollars per serving. In short Dinnerly is a discounted meal kit option with plans on expanding meal kit option to more homes. Each kit contains only one or two ingredients that need to be chopped, with a total of only six ingredients per packages.

Each meal kit recipe is designed to require 30 minutes or less of prep work and cooking time and they are advertised as ‘picky-eater approved” each is available in either two or four servings sizes. Stewart’s team first tested the Dinnerly kits on the west coast and is now offering them nationwide.

Most meal kit companies the ilk of Hello Fresh, Blue Apron, and Plated focus on the high-end cooking experiences, elevated menu selections rather than cost.  Dinnerly is addressing the cost factor right up front.
CEO Fabian Siegel focused on keeping the overhead low in order to offer a more affordable product several steps were taken to ‘simplify’ the kits; including ‘physical recipe cards are not shipped with the meals but are only available digitally and can be printed.  Delivery is not free either, unless you buy from Amazon and are a Prime member. 

Siegel stated “that he would rather cut down on those amenities than compromise the quality of the food. Take all of the luxuries out that people don’t want to pay for and don’t need but keep the core value.  The quality of food is the same it’s just a bit simpler’.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Johnson, or

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