Costco members don’t just shop in bulk. Sometimes, they like to grab a quick meal as part of the shopping experience.
The warehouse club giant’s food court has built a cult following over the years, with shoppers treating it like a reward at the end of a long grocery run. And there’s a good reason for that.
Not only is Costco’s food court loaded with delicious eats, but the prices are downright fantastic. Where else can you get a giant hot dog and soda for only $1.50?
Costco’s food court plays a big role in member retention, which is why the company likes to mix things up from time to time. And when menu changes happen, they tend to spark strong reactions, for better and worse.
Costco recently rolled out a new food court menu item. But while some members are swooning over it, others aren’t so impressed.
Costco’s latest dessert item is a mixed bag
Costco recently rolled out a new Caramel Churro Sundae, a limited-time treat that combines its classic soft serve with caramel sauce and crunchy churro bites. Priced at $2.99, the dessert lets members choose a vanilla, chocolate, or swirl base that’s then topped with cinnamon-sugar flavors meant to evoke a churro.
On paper, it sounds like a guaranteed hit. In reality, the response has been split.
One Reddit user said, “It’s very tasty but more like caramel cookie dough.”
Another said, “I thought it was okay.”
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A third Redditor said, “Tried it the other day and was highly disappointed. The ‘churro’ bits aren’t really even actual churro. “
That same user echoed a sentiment many Costco members no doubt have.
“Just bring back the churros for real. I’m more than happy to make my own churro sundae.”
Food & Wine notes that the sundae is very sweet, and that the churro bites feel like cookie dough.
Costco discontinued its classic food court churros in 2024.
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Why Costco keeps tinkering with its food court menu
You’d think Costco would be inclined to keep beloved items on its food court menu for good. But the company has, through the years, made a number of changes that fans haven’t always appreciated.
So why does Costco keep messing with what works? The answer comes down to strategy.
Costco’s food court isn’t necessarily designed to maximize profits. Rather, its purpose is to reinforce value and get members excited.
The company is famous for keeping certain items, like the hot dog and soda combo, at ultra-low prices even if margins are slim or nonexistent. At the same time, rotating menu items allow Costco to test different products and keep customers coming back to see what’s new.
Limited-time offerings like the Caramel Churro Sundae are part of that playbook.
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Even if they aren’t wildly successful, they can certainly generate buzz. And there’s nothing Costco would love more than to have members make extra trips to the store to try a new food court item.
Since Costco’s Caramel Churro Sundae may only be here for a limited time anyway, the company isn’t taking a huge risk by rotating it in. If anything, it’s a strategic play to keep members curious and drive extra traffic to stores.
Maurie Backman owns shares of Costco.
Related: Members say popular product sold at Costco tastes different
