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

James Moir

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 proceeding › Conference contribution

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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 language	English
Title of host publication	Proceedings of IAC in Vienna 2021
Editors	Helena Kratochvílová, Radek Kratochvíl
Place of Publication	Prague
Publisher	Czech Institute of Academic Education
Pages	71-77
Number of pages	7
ISBN (Electronic)	9788088203254
Publication status	Published - 10 Dec 2021
Event	International Academic Conference on Management, Economics and Marketing - Vienna, Austria Duration: 10 Dec 2021 → 11 Dec 2021 https://web.archive.org/web/20210517200729/https://www.conferences-scientific.cz/inpage/conference-vienna-iacmebm-2021/

Conference

Conference	International Academic Conference on Management, Economics and Marketing
Abbreviated title	IAC-MEM 2022
Country/Territory	Austria
City	Vienna
Period	10/12/21 → 11/12/21
Internet address	https://web.archive.org/web/20210517200729/https://www.conferences-scientific.cz/inpage/conference-vienna-iacmebm-2021/

Keywords

Meal
Kits
Discourse
Agency

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Moir_MakingAMealOfIt_Published_2021Final published version, 183 KB

https://www.conferences-scientific.cz/file/9788088203254

1 Article

Marketing meal kits: from customer agency to corporate social responsibility
Moir, J., Megheirkouni, M., Fletcher, K.-A. & Oniga, A., 28 Feb 2023, In: Academic Journal of International Economics and Management Research. 4, 1, p. 22-33 12 p.
Research output: Contribution to journal › Article › peer-review

Open Access
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Cite this

@inproceedings{513fef2eda2945b1b706b2168301f140,

title = "Making a meal of it: discursively constructing the agency of the meal kit consumer ",

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.",

author = "James Moir",

note = "Data availability statement: Not present.; International Academic Conference on Management, Economics and Marketing, IAC-MEM 2022 ; Conference date: 10-12-2021 Through 11-12-2021",

year = "2021",

month = dec,

day = "10",

language = "English",

pages = "71--77",

editor = "Helena Kratochv{\'i}lov{\'a} and Radek Kratochv{\'i}l",

booktitle = "Proceedings of IAC in Vienna 2021",

publisher = "Czech Institute of Academic Education",

address = "Czech Republic",

url = "https://web.archive.org/web/20210517200729/https://www.conferences-scientific.cz/inpage/conference-vienna-iacmebm-2021/",

}

Moir, J 2021, Making a meal of it: discursively constructing the agency of the meal kit consumer . in H Kratochvílová & R Kratochvíl (eds), Proceedings of IAC in Vienna 2021. Czech Institute of Academic Education, Prague, pp. 71-77, International Academic Conference on Management, Economics and Marketing, Vienna, Austria, 10/12/21. <https://www.conferences-scientific.cz/file/9788088203254>

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T1 - Making a meal of it

T2 - International Academic Conference on Management, Economics and Marketing

AU - Moir, James

N1 - Data availability statement: Not present.

PY - 2021/12/10

Y1 - 2021/12/10

N2 - 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.

AB - 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.

M3 - Conference contribution

SP - 71

EP - 77

BT - Proceedings of IAC in Vienna 2021

A2 - Kratochvílová, Helena

A2 - Kratochvíl, Radek

PB - Czech Institute of Academic Education

CY - Prague

Y2 - 10 December 2021 through 11 December 2021

ER -

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

Abstract

Conference

Keywords

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Research output

Marketing meal kits: from customer agency to corporate social responsibility

Cite this