Sam's Club has made waves, and it's done so with something as simple as a pizza. Its new offering, the Member's Mark pizza that's 16 in. (40.64 cm) in diameter, has become a phenomenon in the United States. It costs just $8.98 and, best of all, includes home delivery.
This isn't a limited-time promotion. It's part of a strategy to gain ground against giants like Costco and popular fast food chains, and for now, it's working. According to FOX Business, the response from consumers has been overwhelmingly positive.
Why is it different?
What makes this pizza special isn't just the price, it's the convenience. Sam's Club lets customers order it directly from its app, and many orders are delivered hot to your doorstep. Meanwhile, Costco still doesn't offer this option; customers can only access its products through Instacart, and it doesn't include direct delivery of hot food.
Plus, Sam's Club Plus members get free delivery on orders over $50. Standard members can also use the service, though with a small surcharge. Even so, the total price is still lower than a medium pizza from Papa John's or Domino's.
What does this mean for Costco?
Costco has been the leader in the wholesale sector for decades. It has more stores, more sales, and a very loyal customer base. However, this new strategy from Sam's Club shows that things could be changing.
According to the latest data from CSIMarket, Costco keeps a 77.7% market dominance. But Sam's Club is closing the gap with smart moves. This pizza, as simple as it may seem, could be the start of a new way to compete: less focus on volume and more on customer experience.
Additionally, by including hot food delivery, Sam's Club is positioning itself in a hybrid category between retailer and restaurant. That expands its target market.
A threat to traditional pizzerias?
Yes, a very clear one, because now consumers have access to a large, tasty pizza delivered to their home for less than $9. Traditional chains like Domino's charge more than twice as much for a similar order. While flavor and customization remain advantages, the price factor is decisive for many families.
Sam's Club, moreover, isn't just competing with other stores. It's also entering the fast food arena, and it's doing so forcefully. If this initiative keeps working as it has so far, it's likely we'll see more similar products in the future.