In a recent Consumer Reports test, Sam's Club's Member's Mark rotisserie chicken outperformed Costco's Kirkland Signature offering, marking a notable win for Walmart Inc (NASDAQ:WMT) in the ongoing warehouse club rivalry. The test, which evaluated chickens from 10 grocery chains, found both retailers selling their birds at $1.66 per pound—about 51% cheaper than the $3.40 average for the top six competitors.
Taste and Price Analysis
Consumer Reports purchased 10 to 13 chickens from each retailer across multiple locations, weighing them, measuring sodium, conducting blind taste tests, and screening for PFAS chemicals. Sam's Club's seasoned rotisserie chicken ranked first for flavor and texture, while Costco's came in second. The price parity at $1.66 per pound underscores a strategic move by Sam's Club to match Costco's iconic $4.99 chicken deal.
Other retailers in the test included Stop & Shop (Ahold Delhaize), Walmart, Wegmans, and Whole Foods (Amazon), with prices ranging from $2.65 to $5.14 per pound. Sam's and Costco's chickens were roughly 37% cheaper per pound than Walmart's regular rotisserie chicken and nearly 68% below Whole Foods.
Financial Context
Walmart's latest quarterly results show Sam's Club U.S. net sales rose 6.1% to $23.4 billion in Q1 of fiscal 2027, with transactions up 6.2% but average ticket slipping 2.2%. E-commerce jumped 23%, and membership income climbed 11%. Costco, meanwhile, reported Q3 FY2026 net sales of $69.15 billion, up 11.6%, with membership fees rising to $1.37 billion from $1.24 billion. U.S. comparable sales at Costco increased 9.4% (6.8% excluding gas and FX).
The rotisserie chicken test highlights a broader battle for customer loyalty and membership revenue. While Costco's scale still drives strong results, Sam's Club's ability to match pricing and win on taste could shift consumer preferences.
Food Safety and Additional Findings
Consumer Reports found no PFAS in meat or packaging samples. Many chickens weighed more than labeled, with Whole Foods birds averaging about a pound over the listed weight. The report also categorized chickens into two groups: those suitable for standalone serving (Sam's Club, Costco, Stop & Shop, Walmart, Wegmans, Whole Foods) and those better for recipes (BJ's Wholesale Club, Hannaford, ShopRite, The Fresh Market).
This taste test victory, combined with competitive pricing, gives Walmart a talking point in the warehouse club sector, though Costco's overall financial performance remains robust.
