"The retailer's business model is simple: Charge customers a membership fee rather than relying heavily on advertising, sell items in bulk, and keep prices low. Obviously, it's worked - according to Macro Trends data, Costco's annual gross profit in 2025 was over $35 billion, a 10% increase from the previous year, despite the fact that inflation is changing the way many people shop for groceries."
"Another major draw of Costco is its in-house Kirkland Signature label, which has garnered a positive reputation and proved it's not just a cheaper knockoff brand. Even a company that's talked about in a positive light can make mistakes, however. Not every Kirkland Signature item is a hit, and customers across the board have been disappointed by various products across different grocery store sections."
"One of the most popular Costco food court items is the pizza - an affordable, greasy delicacy that many reviewers rank higher than options from established, well-loved pizza chains. It follows, then, that this retailer would be one of the best places to pick up some frozen pizzas to take home and heat yourself for an easy weeknight dinner. Unfortunately, this isn't the case."
Costco operates on a membership-fee model, selling bulk items with low prices and limited advertising. Annual gross profit exceeded $35 billion in 2025, reflecting a 10% increase amid changing grocery shopping habits. The Kirkland Signature label has gained a strong reputation and proved to be more than a cheap knockoff. Not every Kirkland product meets customer expectations, and many shoppers report disappointment across grocery sections. Complaints center on odd flavors, poor value compared with alternatives, and products failing to stay fresh. Some frozen items, like the Kirkland pepperoni pizza, fall short of expectations despite attractive pricing. Shoppers are advised to avoid low-rated items and prioritize the most popular Kirkland products.
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