In a closely watched showdown among warehouse clubs, Sam's Club has claimed the top spot in Consumer Reports' latest ranking of rotisserie chickens, surpassing long-time leader Costco. The evaluation, which involved blind taste tests of chickens from ten major chains, found Sam's Club's Member's Mark chicken to be the best overall, with a price of $4.98 for a three-pound bird—just one cent less than Costco's average of $4.99.
Price and Taste Win
The Consumer Reports study, conducted by mystery shoppers who purchased chickens from up to three different store locations and sent them still warm for blind testing, highlighted Sam's Club's combination of low price and superior flavor. The chicken came in at $1.66 per pound, undercutting Costco's offering. This marks a significant win for Sam's Club, as rotisserie chickens are a key traffic driver for warehouse clubs, often used as loss leaders to attract shoppers.
Costco, which sold over 157 million rotisserie chickens worldwide in 2025, came in second. The ranking also included Stop & Shop, Walmart, and Wegmans in the top five. Notably, BJ's Wholesale Club, another major player, placed seventh in the list.
Financial Performance of Sam's Club
Sam's Club, a division of Walmart Inc. (NASDAQ:WMT), reported strong financial results for the first quarter of fiscal 2027. Net sales at Sam's Club U.S. increased by 6.1% to $23.4 billion, while membership and other income surged 11%. The company noted that millennials and Gen Z accounted for about half of new membership signups, indicating a successful strategy to attract younger shoppers. E-commerce sales represented 20% of net sales, excluding fuel.
For fiscal 2026, Sam's Club U.S. generated $93.0 billion in net sales from 601 locations, with $2.53 billion coming from membership and other income. Grocery sales alone accounted for $64.7 billion. Sam's Club CEO Chris Nicholas has previously stated the company's goal to become the "world's best club retailer" through investments in stores, employees, and member experience.
Costco's Position
Costco Wholesale Corp. (NASDAQ:COST) remains the largest warehouse club by revenue, with $269.9 billion in net sales and $5.32 billion in membership fees for fiscal 2025. Its $4.99 rotisserie chicken is a well-known loss leader, but the Consumer Reports ranking suggests that Sam's Club is gaining ground on this flagship item. Costco has faced legal challenges over safety and labeling claims regarding its rotisserie chickens, though it has denied the allegations.
Market Implications
The rotisserie chicken ranking underscores the intense competition between warehouse clubs, where pricing and quality are critical for driving foot traffic and membership growth. For investors, Sam's Club's performance highlights the strength of Walmart's club segment, which is benefiting from a focus on private-label brands like Member's Mark. Meanwhile, Costco's dominance in scale and membership income remains a key differentiator, but the gap may be narrowing.
At the time of reporting, Walmart shares traded at $113.26, down 1.2%, while Costco shares were at $935.47, also down 1.2%. BJ's Wholesale Club shares fell 2.4% to $87.22.
