Following the triumph of Costco’s inaugural continental U.S. sushi counter at its Issaquah, Washington location, CFO Richard Galanti revealed during an early March Q2 earnings call that the retail giant plans to introduce more Kirkland Signature sushi counters across select stores nationwide.
According to a Today report, Galanti emphasized that the concept isn’t entirely novel for the brand. Costco outlets in various Asian markets, particularly Japan and South Korea, have operated sushi counters for several years, as have certain branches in Hawaii.
Galanti remarked, “The sushi program has proven to be a category where we can be successful in both quality and price, and we’re looking forward to seeing more of that in the future,” during the call. He further disclosed that two additional sushi counter locations were already in progress and would soon open.
Costco commenced work on its sushi counter initiative for the continental U.S. market in October 2022, as reported by the Seattle Times. The company’s culinary team ventured to Japan to learn from “rice masters” and conducted recipe tests at its R&D kitchen near the Issaquah store. When Kirkland Signature debuted in June 2023, it swiftly became a sensation, attracting numerous enthusiasts who expressed their delight on social media. It was even noted that the Issaquah Costco had become one of the most talked-about dining destinations on the Eastside.
The excitement surrounding the sushi counter was extensively captured in various TikTok videos, showcasing how almost every item, except for the poke bowls, quickly sold out.
This year’s expansion news evoked similar anticipation. When NBC broke the news, one user named Jonno eagerly commented, “I can’t wait to eat a Costco sized serving of Kirkland sushi.”
As of the latest update, it remains uncertain which Costco branches or how many will introduce sushi-making operations. As highlighted by the Seattle Times last year, operating Kirkland Signature sushi counters necessitates significant real estate to accommodate a display case, sushi station, and rice room. Hence, it’s presumed that larger Costco stores will likely feature sushi counters.
And if the fish market venture doesn’t pan out, the retail giant can always pivot to selling gold.
