There's a simple pleasure to eating at a Costco (COST) -) which is perfectly positioned by one selling point: The food may be average, but it sure is cheap.
Despite this, Costco seems to be looking for ways to diversify its food court menu. An eagle-eyed TikTok user by the username of costco_empties spotted some of the chain's most recent changes during a visit to a San Diego location.
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The first added food item is a rather-robust looking roast beef sandwich which she says comes with roasted tomatoes, red onion, and relish on an artisan roll. The sandwich is priced at $9.99, which seemed steep to many of the commenters on the TikTok post.
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"The sandwich looks pretty good but $10 bucks seems a little high for Costco prices, no?" wrote user JohnnyBrooks.
"Why is the sandwich $10? Very unusual for Costco prices," a user by the name of Jaxsen asked.
The other two changes, a berry smoothie and strawberry soft serve, did not draw as much attention, as they were priced much more like the rest of Costco's food menu has traditionally been -- cheap.
While it may seem odd that a very simple food court change would yield such reactions, it's important to understand just how seriously some take even the smallest change at Costco.
After all, the chain doesn't sell food just to keep its customers bellies full -- it's a key strategy to proving the value of its annual membership cost. But a $9.99 sandwich seems to be aimed more at a member looking for a higher-quality meal
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