Dinnerly
Dinnerly is a US direct-to-consumer meal kit subscription service offering weekly 2- or 4-person plans from $5.99 per serving, operated by MMM Consumer Brands Inc. (Marley Spoon) and backed by Martha Stewart, targeting budget-conscious households and busy families across 93% of the US.
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Dinnerly does
Dinnerly is a US direct-to-consumer meal kit subscription service launched on July 11, 2017 and operated by MMM Consumer Brands Inc., a subsidiary of the publicly listed Marley Spoon group. The company targets budget-conscious consumers and busy families with a weekly subscription model offering 2-person or 4-person plans of 3 to 6 meals per week, priced from $5.99 per serving with a budget Saver tier starting at $3.99, plus an $11.99 weekly shipping fee. Orders are placed via the dinnerly.com website or native iOS/Android apps, and the service ships refrigerated boxes covering approximately 93% of the US population.
The core product is a digital recipe and meal kit e-commerce platform built around simplified 5-step recipes delivered via digital recipe cards rather than printed inserts, a deliberate cost-reduction choice that underpins Dinnerly's price leadership. Proprietary features include a 100+ weekly rotating recipe menu (expanded from the original 45+ at launch in 2023), per-recipe customization (protein swaps, side substitutions, double protein), a Market add-on module offering ready-to-heat meals, breakfasts, desserts and pantry staples, a Community Heroes discount program for military, first responders and healthcare workers (verified through ID.me and GovX), and integration with the AWIN affiliate network for publisher-driven customer acquisition.
The revenue model combines weekly subscription revenue (primary), transactional Market add-ons, and affiliate referral commissions. The brand is endorsed by Martha Stewart, providing intangible marketing value, and the service is operated on shared Marley Spoon supply chain and logistics infrastructure. Customer segments are primarily horizontal: budget-conscious households, busy families, and price-sensitive military/veteran households. No enterprise B2B revenue is disclosed; the named institutional engagements (Robert Wood Johnson University Hospital, GENYOUth) are COVID-era philanthropic donations rather than recurring contracts.
Dinnerly firmographics
Firmographics- Name
- Dinnerly
- Legal name
- MMM Consumer Brands Inc.
- Website
- https://dinnerly.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Dinnerly is a US direct-to-consumer meal kit subscription service offering weekly 2- or 4-person plans from $5.99 per serving, operated by MMM Consumer Brands Inc. (Marley Spoon) and backed by Martha Stewart, targeting budget-conscious households and busy families across 93% of the US.
- Ownership category
- akta.pro rank
Dinnerly industry classification
Industry- Product category
- Meal Kit Subscription Services
- NAICS
- Special Food Services (7223), Perishable Prepared Food Manufacturing (311991)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Direct-to-Consumer Meal Kit Subscriptions (CRAHAJAA)
- akta.pro secondary industries
- Meal kits & subscription meal components manufacturing (AFAKAHAD), Meal Kits & Recipe Box Subscriptions (AFAIANAA)
Keywords
Where Dinnerly is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Dinnerly business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Meal Kit Subscription: Weekly subscription meal kit service with 2-person or 4-person plans. Customers choose 3, 4, 5, or 6 meals per week. Pricing varies by plan size and recipe selection, starting at $5.99 per serving for standard meals and $3.99 for Saver recipes.
- Market Items: Additional grocery and ready-to-heat products available as add-ons to weekly meal kit orders. Includes pantry staples, proteins, prepared meals, and desserts. One-time purchases added to weekly orders.
- Affiliate Referrals: Revenue generated through affiliate partnerships via AWIN network. Publishers earn commissions for referred customers who sign up for meal kit subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Standard meal kit starting price |
| Subscription | Weekly | Saver recipes budget tier |
| Subscription | Weekly | Family/large household discounts |
| Subscription | Weekly | New customer promotional offer |
| Subscription | Weekly | Plan sizes |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Dinnerly product offering
Product offeringCore offering
Dinnerly operates a direct-to-consumer weekly meal kit subscription service delivering pre-portioned fresh ingredients with simple 5-step recipes for weeknight home cooking. Customers choose 2-person or 4-person plans with 3 to 6 meals per week, browse 100+ weekly recipes including Saver options starting at $3.99 per portion and Standard meals from $5.99 per serving, and manage deliveries through the website or mobile apps with skip/cancel flexibility.
Product overview
Dinnerly is an affordable meal kit subscription service operated by MMM Consumer Brands Inc. (parent company Marley Spoon), backed by Martha Stewart. The core offering is a weekly meal kit delivery service providing fresh ingredients and simple recipes at budget-friendly prices starting at $5.99 per serving. The service offers 100+ weekly recipes across 2-person and 4-person household plans with 3-6 meals per week options. Customers access the service via website or mobile app (iOS/Android), selecting recipes weekly with ability to skip or customize orders. The Dinnerly Market add-on enables supplementary purchases of ready-to-heat meals, grocery items, and desserts. Additional programs include Community Heroes discount program for military/first responders, an affiliate program through AWIN, and corporate gifting options. The company launched July 11, 2017, and expanded its menu to 100+ recipes in 2023, introducing Saver recipes starting at $3.99 per portion.
Differentiator
Problem solved
Functional benefit
Products and services
- Dinnerly Meal Kit Subscription Subscription meal kit delivery service providing fresh ingredients and simple 5-step recipes for weeknight cooking, starting at $5.99 per serving. Available in 2-person or 4-person plans with 3, 4, 5, or 6 meals per week. Customers access 100+ weekly recipes including Saver budget options, All-Star best sellers, and customizable proteins and sides. Skip or pause anytime.
- Dinnerly Market Online add-on marketplace offering ready-to-heat meals, decadent desserts, breakfast items, proteins, and pantry staples that customers add to their weekly Dinnerly box. Provides a one-stop shop for additional grocery and prepared meal needs alongside the core meal kit subscription.
Quantifiable outcome
- First meal kit service to offer meals starting at $5.99 per serving
- +2 more outcomes
Companies that use Dinnerly
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Dinnerly technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature4 records
Dinnerly partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Miranda LambertminorCountry music star Miranda Lambert partnered with Dinnerly for the holiday season, promoting her cookbook 'Y'all Eat Yet?' alongside Dinnerly's holiday menu. Partnership includes promotional codes (YALLEATYET) offering up to $209 off first 8 boxes for new customers.
- Joseph AbboudminorMenswear fashion label Joseph Abboud partnered with Dinnerly to deliver 2,000 meals to frontline healthcare workers at Robert Wood Johnson University Hospital during COVID-19 pandemic. Joseph Abboud initiated the donation as part of COVID-19 response efforts.
- GENYOUthminorDinnerly donated $25,000 to GENYOUth's COVID-19 Emergency School Nutrition Fund, a nonprofit supporting free school lunches for vulnerable students during pandemic-caused classroom closures. Fund enabled 12 schools to serve approximately 700 students each.
- Marley SpooncoreDinnerly is operated by Marley Spoon (parent company MMM Consumer Brands Inc.). Marley Spoon is a meal kit subscription service that also operates the Dinnerly brand as its budget-focused subsidiary. The partnership enables shared supply chain, logistics, and operational infrastructure.
- Martha StewartcoreDinnerly is backed by Martha Stewart, providing brand credibility and association with the renowned lifestyle expert's expertise in home cooking and entertaining.
- AWINminorAWIN is Dinnerly's affiliate network partner for its affiliate program. Publishers apply through AWIN to become affiliate partners, receive advertising media, and earn commissions on referred orders that are approved within 2 weeks.
Scale indicators4 records
Recent moves7 records
Dinnerly competitors and assessment
Company assessmentDirect peers
- Sun Basket: Sun Basket operates a US meal kit and prepared meal subscription service with health-conscious positioning. It is a comparable DTC food subscription business targeting weekly household cooking, overlapping with Dinnerly's customer use cases.
- HelloFresh: HelloFresh is the largest meal kit subscription company in the US and globally, offering weekly plans across multiple price tiers. It is the most direct competitor to Dinnerly's subscription meal kit model and operates EveryPlate as a budget sub-brand that mirrors Dinnerly's positioning.
- Freshly: Freshly (owned by Nestlé) is a US prepared meal subscription service delivering ready-to-eat meals. It is comparable to Dinnerly's Market add-on (ready-to-heat meals) and competes for the same weekly dinner occasion, though on a different product format.
- Blue Apron: Blue Apron is a US DTC meal kit subscription pioneer serving similar customer use cases (weekly home cooking with pre-portioned ingredients). It competes with Dinnerly on recipe variety and quality, though at higher price points.
- EveryPlate: EveryPlate is HelloFresh's budget meal kit brand and the closest like-for-like competitor to Dinnerly on price point (~$5/serving), plan size, and value-conscious target customer. Both compete head-to-head for budget-conscious households in the US.
- Marley Spoon: Marley Spoon is Dinnerly's direct parent company (MMM Consumer Brands Inc.) and also operates its own premium meal kit brand in the US and other markets. As the shared operating and supply-chain backbone, it is structurally and commercially the most linked peer.
- Factor (formerly Factor 75): Factor is a prepared heat-and-eat meal subscription service owned by HelloFresh, directly competing with Dinnerly Market's ready-to-heat offerings. It is a same-occasion peer for customers choosing convenience over cooking.
- Home Chef: Home Chef (owned by Kroger) is a leading US meal kit subscription service. The company data explicitly names Home Chef as Dinnerly's main competitor for value among larger households, making it a direct head-to-head peer in the DTC meal kit space.
- Gobble: Gobble is a US meal kit subscription service focused on 15-minute prep times. It targets a similar convenience-driven weeknight dinner occasion and competes with Dinnerly on speed and ease of preparation.
Emerging players
- Hungryroot: Hungryroot is an AI-driven grocery and meal solution subscription service that blends meal kits with personalized grocery delivery. It addresses the same weekly dinner occasion as Dinnerly with a tech-forward, customization-led approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Dinnerly social profiles
Digital presenceDinnerly compliance and trust
Trust signalCompliance3 records
Dinnerly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dinnerly leadership team
Management profileNumber of profiles
Profiles6 records
Dinnerly funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dinnerly M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dinnerly
What does Dinnerly do?
Dinnerly operates a direct-to-consumer weekly meal kit subscription service delivering pre-portioned fresh ingredients with simple 5-step recipes for weeknight home cooking. Customers choose 2-person or 4-person plans with 3 to 6 meals per week, browse 100+ weekly recipes including Saver options starting at $3.99 per portion and Standard meals from $5.99 per serving, and manage deliveries through the website or mobile apps with skip/cancel flexibility.
Is Dinnerly a public or private company?
Dinnerly is a private company. It is classified as corporate owned and is currently operating.
When was Dinnerly founded?
Dinnerly was founded in 2017. It employs 1 to 10 people.
Where is Dinnerly based?
Dinnerly is headquartered in New York, United States, in the North America region.
How does Dinnerly make money?
Three revenue lines are on record. Meal Kit Subscription is the primary driver. The others are market Items and affiliate Referrals.
Who are Dinnerly's main competitors?
Direct peers on record are Sun Basket, HelloFresh, Freshly, Blue Apron, EveryPlate, Marley Spoon, Factor (formerly Factor 75), Home Chef and Gobble. Hungryroot is listed as an emerging player.
Does Dinnerly have an API?
No public API is recorded for Dinnerly.
What industry is Dinnerly in?
Dinnerly's product category is Meal Kit Subscription Services. Its primary akta.pro industry code is CRAHAJAA, Direct-to-Consumer Meal Kit Subscriptions, with a secondary code of AFAKAHAD, Meal kits & subscription meal components manufacturing. Its NAICS code is 7223 and its SIC code is 2000.