At-home meal kits thrived during the pandemic … but will they last?

COVID lockdowns created a new generation of at-home chefs. Some turned to cooking because their favorite restaurants were closed, others were searching for healthier meals, and many were just plain bored. But, no matter the motivation, meal kits were there to help.

While the popularity of meal kits has been on the rise in recent years, it boomed during the pandemic — which makes perfect sense. These kits are delivered on a pre-set schedule, which many viewed as a safer and more reliable alternative to going to the grocery store. They were also more economical than living off of takeout and offered variety.

As of 2017, there were more than 150 meal kit delivery services operating in the United States — each catering to different dietary preferences (vegetarian, gluten-free, paleo, plant-based, etc), how much time you want to spend in the kitchen, budget, whether or not you have kids, and more. And, with each delivery, you get to pick which meals you would like to receive from a pre-selected menu.

In short, it made it really easy for people to answer the age-old question: “what’s for dinner?”

And while companies like Blue Apron and HelloFresh have become nationally-known staples in this market, the pandemic gave local eateries the opportunity to get in on the fun and keep their kitchens running during quarantine. Even three-star Michelin restaurants, like Eleven Madison Park, pivoted to haute cuisine at home.

But now, we are nearing the long awaited “post-pandemic” world — one that doesn’t require those who are vaccinated to wear masks indoors or strictly enforced seating capacities. Will we bring our newly embraced meal kits with us in this new normal?

In my opinion, yes.

While dining out will certainly play a bigger role in our lives than it has in the past year, the biggest reasons for someone to purchase a meal kit aren’t going away. If anything, as people spend less time at home, and more money on vacations, weddings, and general merriment, having an affordable and convenient standby may become even more important.

And, for restaurants, this newly forged revenue stream could play a lasting role in what we think of as “take out.”

However, in an industry that has long struggled with brand loyalty, the meal kit heavy hitters are going to need to get creative to ensure that they hold onto their heightened success.

In short, while some say we have seen the peak of meal kits, I believe the best is yet to come.

Danilo Diazgranados is an investor, collector, and lover of fine wines and a member of the prestigious Confrérie des Chevaliers du Tastevin, a fraternity of Burgundy wine enthusiasts.