Generally speaking, it would be pretty fair to call Costco a store that’s loaded with good deals. From the famous $1.50 hot dog and soda combo to the $4.99 rotisserie chicken, there are certain offers at Costco that just can’t be beat.
One such product is Costco’s famous bakery sheet cake.
If you’ve never tried a piece, be warned that they aren’t for the faint of heart.
Whether you opt for vanilla or chocolate, you’re getting a mouthful of sugary goodness in each bite, from the generous icing to the thick layer of mousse in the middle that almost feels like someone crammed a jar of pudding inside.
Of course, some Costco members will tell you that those iconic sheet cakes are too sweet. But at a price point that’s typically around $24.99 for a half-sheet cake with 48 servings, it’s hard to argue with the cost.
Costco could make it easier to order a sheetcake.
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Ordering sheet cakes at Costco is a painful process
While Costco’s half-sheet cake may be one of the best bakery deals in all of retail, the process could use some improvement.
To order one of those sheet cakes, you have to physically go to Costco, fill out an order form in the bakery section, slip that form into a box, and hope for the best.
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A Reddit post citing an old Tweet summed it up perfectly.
“Their system is from the 1800s, you write what you want on a piece of paper & put it in a box then nobody follows up and you just show up and hope they made it?”
It’s a feeling many Costco members have experienced before.
Thankfully, it usually works out.
In fact, in that same Reddit thread, a Costco employee chimed in, “No, your order doesn’t fall into a black hole once you drop it in the box. It will be fulfilled as requested or we’ll call you if something is wrong or if we cannot honor a specific request or desired time.”
But many Costco members agree that the system for ordering cakes is not only archaic, but annoying. It would be much easier to call in an order or place one online rather than have to go to the store simply to order a cake.
But as the employee above said, ” We don’t have a phone in the department, otherwise we’d be taking calls from members like this all day and never get anything done. Fill out the form. Put it in the box. Leave the rest to us.”
Costco announces plans to fix the sheet cake ordering process
Costco is a company that pretty much insists on making members happy.
The company relies heavily on membership fees for revenue. So it’s constantly trying to find ways to add value to the member experience.
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During the company’s most recent earnings call, CEO Ron Vachris spoke of some digital changes Costco is very excited about. And one of them pertains to ordering food.
“We’ve got ordering cakes and deli trays online coming,” Vachris said. “Many of the things that we’ve heard from our members that could be a little bit clunky are now moving to a digital state, and we’re seeing great adoption right out of the chute.”
Being able to order cakes from the bakery online instead of having to haul over to the store could be a game-changer for Costco members.
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Of course, there’s a small downside as far as Costco itself is concerned.
Digitizing the ordering process means shoppers can make one less trip to the store and still get their cakes when they need them. And fewer trips could mean fewer impulse buys – something Costco relies on members to make.
Still, modernizing the process of ordering cakes is a smart move on Costco’s part, since it’s long been a huge pain point among members. And the happier members are, the more likely they are to keep renewing year after year.
Maurie Backman owns shares of Costco.