Consumer Reports has named Sam's Club's Member's Mark Seasoned Rotisserie Chicken its top overall pick after tasting rotisserie chickens from 10 retailers, putting Costco's famous bird just behind it. Costco's Kirkland Signature chicken was still among the best, but it did not take the top spot.
That matters now because Costco's $4.99 chicken has become one of the warehouse club's most recognizable value items, and shoppers often treat it like a benchmark for the category. The comparison also arrives as customers keep watching Costco for the kind of price-and-quality tradeoffs that drive store loyalty, from rotisserie chicken to items spotted on shelves in stories like Chobani Pistachio Chocolate creamer spotted at Costco in Oregon for $7.59.
The tasting panel said Sam's Club won on flavor, seasoning and juicy texture. Consumer Reports grouped the birds into two buckets: those flavorful enough to serve on their own and those better suited for soups, salads and sandwiches. Sam's Club, Costco, Stop & Shop, Walmart, Wegmans and Whole Foods Market made the top group, while BJ's Wholesale Club, Hannaford, ShopRite and The Fresh Market landed in the second category.
There is one catch that keeps Costco in the conversation. The magazine said it purchased between 10 and 13 chickens from each retailer across multiple store locations and shopping trips, and it found Costco's seasoning was less consistent from sample to sample. That helps explain how Costco could remain a top pick and still finish behind Sam's Club overall.
Costco has kept the chicken's price steady at $4.99 for years despite inflation, which is part of why the item carries such weight with shoppers. But value alone did not decide this comparison. In 2024, the chain also drew frustration when it switched the chicken's packaging from plastic clamshell containers to bags, a reminder that even a cult favorite can lose some goodwill when the experience changes. For Costco, the result is less a rejection than a warning: an icon can still be beaten on the one measure shoppers notice first when they take the bag home and put it on the table.
