Sam's Club tops Costco in Consumer Reports chicken test
Sam's Club's Member's Mark seasoned rotisserie chicken has unseated Costco's Kirkland Signature bird as Consumer Reports' top overall pick after blind tests of 10 major retailers. Costco still ranks among the best warehouse-club options, but testers preferred Sam's Club for flavor, seasoning, and juicier texture across multiple samples.
For years, Costco's iconic $4.99 rotisserie chicken has carried cult-like status—a signature value item the retailer has held at the same price despite inflation. Consumer Reports' latest evaluation challenges the assumption that Kirkland Signature is automatically the best bird on the shelf, and the winner comes from Costco's closest warehouse rival.
Key Takeaways
- Sam's Club Member's Mark seasoned rotisserie chicken ranked as Consumer Reports' No. 1 overall pick among 10 chains tested.
- Costco's Kirkland Signature chicken finished among the top performers but showed less consistent seasoning between samples.
- Researchers bought 10 to 13 chickens per retailer across multiple stores and shopping trips.
- Stop & Shop, Walmart, Wegmans, and Whole Foods Market also landed in the top flavor tier.
- BJ's, Hannaford, ShopRite, and The Fresh Market were better suited for recipes than eating plain.
Why did Sam's Club beat Costco's rotisserie chicken?
According to Fox Business, Consumer Reports named Sam's Club the top overall pick after evaluating rotisserie chickens from 10 grocery chains, warehouse clubs, and big-box retailers. Blind tasters gave Sam's Club the edge for flavor, seasoning, and juicy texture.
Costco's Kirkland Signature bird still earned a place among the publication's top picks. Reviewers praised it as moist and well seasoned, though they noted saltiness varied between samples—a detail that may matter to loyal Costco shoppers who treat the $4.99 bird as a weekly staple.
How did Consumer Reports test the chickens?
The nonprofit's team went far beyond a single bite. Researchers purchased between 10 and 13 chickens from each retailer across multiple store locations and shopping trips, then weighed each bird and compared sodium levels against nutrition labels.
They also ran blind taste tests and screened meat and packaging for chemicals commonly associated with plastics. Among its findings, Consumer Reports detected no PFAS in any of the meat or packaging tested. Many chickens weighed more than the net weight listed on their labels; Whole Foods birds averaged about a pound heavier than advertised, effectively lowering their per-pound cost.
What does this mean for Costco shoppers?
The results may surprise devotees who have helped make Costco's rotisserie chicken one of the company's most recognizable products. Costco has used the item as a traffic driver for years, and customers have even pushed back on product tweaks—such as the 2024 switch from plastic clamshell containers to bags.
Consumer Reports did not publish a traditional first-through-10th list. Instead, it grouped birds into those flavorful enough to serve on their own and those better suited for soups, salads, and sandwiches. Costco clearly remains in the top tier, even if Sam's Club now wears the crown.
Which other stores made the top tier?
Along with Sam's Club and Costco, the top group included Stop & Shop, Walmart, Wegmans, and Whole Foods Market. BJ's Wholesale Club, Hannaford, ShopRite, and The Fresh Market fell into the recipe-friendly second category.
As data-driven retail comparisons reshape how Americans shop for everyday staples, stories like this show how even beloved bargains face fresh scrutiny. For more on how technology and analytics are changing consumer life, browse our Future Tech & AI Wonders coverage.