Costco has quietly altered its iconic food court policies, sparking member backlash and strategic speculation. The warehouse giant swapped PepsiCo sodas for Coca-Cola-branded drinks, a move analysts call a strategic victory for the beverage titan. This shift, announced at Costco’s 2025 shareholder meeting, ends a 12-year partnership with Pepsi and aligns with broader brand loyalty tactics in foodservice contracts.

The membership verification policy at food courts—requiring card scans for purchases—has drawn ire. Select locations began enforcing this in 2024, with signage directing non-members to join. Costco argues this ensures exclusive member benefits, though critics note the policy contradicts its “open to all” ethos. The change coincides with Costco’s push to monetize its Executive Membership tier, which saw a 9.1% growth in Q1 2026.

Membership fees remain Costco’s profit engine, contributing 65-73% of operating profits despite modest revenue share. Q1 data shows $1.329 billion in membership income, a 14% year-over-year increase, driven by U.S. and Canada fee hikes. However, renewal rates dipped slightly, signaling potential friction as policies tighten.

These changes underscore Costco’s balancing act: preserving its low-cost image while expanding revenue streams. The food court revamp, though minor, reflects broader tensions between member expectations and corporate profitability.