Making a meal of it: discursively constructing the agency of the meal kit consumer

James Moir*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

9 Downloads (Pure)

Abstract

Meal kits delivered to the home have become increasingly popular in recent years, particularly during the COVID-19 virus pandemic. Several companies now offer these through monthly subscription with a vast range of ingredients and easy-to-follow recipes based on chef-inspired meals that customers can cook themselves. This paper examines the marketing of meal kits from three UK companies in terms of how they discursively construct the agency of the consumer. Three main interpretative repertoires are analysed: (i) the consumer as a creative and committed cook, (ii) the ethical consumer committed to sustainability; and (iii) the consumer as an efficient time-saver. The rhetorical construction of each of these repertoires is considered in turn and the paper concludes by considering how they coalesce together as a persuasive marketing strategy.
Original languageEnglish
Title of host publicationProceedings of IAC in Vienna 2021
EditorsHelena Kratochvílová, Radek Kratochvíl
Place of PublicationPrague
PublisherCzech Institute of Academic Education
Pages71-77
Number of pages7
ISBN (Electronic)9788088203254
Publication statusPublished - 10 Dec 2021
EventInternational Academic Conference on Management, Economics and Marketing - Vienna, Austria
Duration: 10 Dec 202111 Dec 2021
https://web.archive.org/web/20210517200729/https://www.conferences-scientific.cz/inpage/conference-vienna-iacmebm-2021/

Conference

ConferenceInternational Academic Conference on Management, Economics and Marketing
Abbreviated titleIAC-MEM 2022
Country/TerritoryAustria
CityVienna
Period10/12/2111/12/21
Internet address

Keywords

  • Meal
  • Kits
  • Discourse
  • Agency

Fingerprint

Dive into the research topics of 'Making a meal of it: discursively constructing the agency of the meal kit consumer'. Together they form a unique fingerprint.

Cite this