Wednesday, March 27, 2019

Costco Fresh Food that is Flavorful Wins Customers

Costco has become a destination for consumer looking for Ready-2-Eat or Heat-N-Eat fresh prepared food according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Regular readers of this blog understand that within the fresh food sector the Price, Value, Service Equilibrium is evolving and Costco is one company that is driving change, while garnering incremental customers.
Most consumers think of Costco as a place to buy a rotisserie chicken that is more flavorful, fresher, and larger than other companies sell.  Most important is Costco’s rotisserie chicken is only $4.99.  According to Johnson move over chicken as consumers continue to migration to Costco’s Take-N-Bake or Ready-2-Eat fresh made and fresh baked pizza.

In fact according to its most recent Pizza Consumer Trend Report,  found that 43% of consumers eat pizza at least once a week.  The report found that Costco foodservice consumers surveyed, called the pizza “affordable,” “delicious,” “reasonably priced,” and “cheap,” along with being craveable and unique.
What is important to note is that both the rotisserie chicken and pizza have consumer definable differentiated flavor profiles that separates, elevates, and distinguishes them from many legacy competitors.
The report found that 49% of shoppers want more authentic pizza offerings, and 44% of shoppers choose pizza operators who use high-quality/fresh toppings and ingredients. Clearly Costco has differentiated authentic full-flavored fresh food according to Johnson. 
Business Insider recently reported that Costco “sells generous pizza slices for $1.99 and whole 18-inch pies for $9.95, is now the 14th largest pizza retail chain in the country”.  That’s right Costco is the 14th largest pizza chain in the US.  It’s clear Costco is driving change within fresh food retail specifically the Price, Value, Service Equilibrium.
Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization? Email us at: or visit: for more information.

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