NEW YORK — Costco is officially retiring a decades-old system customers have long found frustrating as part of its latest major digital overhaul.
Members can now order custom cakes and deli trays directly through the company’s mobile app and website—eliminating the need to drive to a warehouse just to fill out paper order forms in person.
Executives described the previous process as “clunky” and said the upgrade streamlines orders from start to pickup.
“Very excited about what we have coming in the app,” CEO Ron Vachris said. “We’ve got ordering cakes and deli trays online coming. So 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.”
Why It Matters
Costco has historically lagged behind other major retailers in digital convenience, relying on its warehouse experience and bulk pricing to maintain customer loyalty. The cake ordering system—which required shoppers to visit a store, fill out a paper form, and return later for pickup—had become a particular point of frustration for members planning parties and events.
The new system allows customers to:
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Browse available cake designs and sizes
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Customize inscriptions and decorations
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Select pickup times
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Order deli trays for catering
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Manage everything through their Costco account
Early Adoption
Vachris noted that members are embracing the change, with “great adoption right out of the chute.” The digital ordering platform represents part of a broader push by Costco to modernize its customer experience while maintaining the warehouse model that has made it a retail giant.
The move follows other digital upgrades, including improved app functionality and expanded online grocery offerings, as Costco works to compete with rivals like Sam’s Club and BJ’s Wholesale Club, which have offered digital ordering for years.
For members who have spent decades filling out paper forms at the service counter, the change marks the end of an era—and the beginning of a much simpler party planning process.
