With families increasingly looking for ways to reduce dinner expenses, warehouse clubs are pushing ready-made meals as an alternative to home cooking or takeaway options.
One example is Sam’s Club’s Member’s Mark Chicken Shawarma Kit, priced at just under $16 for a 37-ounce serving.
A Sam’s Club representative mentioned that this offering is part of a larger initiative to provide members with more convenient meal solutions for dinner preparation.
“Our members regularly express a desire for convenient, quality meal options at unbeatable prices,” the representative stated.
“From the Chicken Shawarma Kits to staples like our popular Member’s Mark Seasoned Rotisserie Chicken, we aim to simplify mealtime by providing choices that our members can trust,” they added.
According to Sam’s Club’s website, the shawarma kit features six pitas, well-cooked chicken shawarma, Mediterranean bruschetta, feta cheese, creamy garlic sauce, and spicy tahini sauce.
However, for warehouse clubs, competing for the family dinner budget involves more than just offering lower prices.
“Warehouse clubs are not only competing on price; they’re also competing for customers’ time,” said Laura Berkemper, CEO of Scale Blazer in St. Louis, in an interview.
“For busy families, the key factor at 5 p.m. isn’t just about finding the cheapest option. It’s more about what can be quickly prepared and served without too much thought,” Berkemper noted. “A $16 family meal is attractive because it addresses several challenges: cost, convenience, portion size, and reliability.”
This pricing strategy may resonate well with Sam’s Club’s shoppers.
Brian Gildenberg, CEO of Confluencer Commerce in New Jersey, mentioned that consumers are changing their purchases due to rising grocery and fuel prices.
“Even though Sam’s Club and Costco may appear similar, they cater to different demographics,” Gildenberg said. “Costco’s members tend to be coastal residents and are generally wealthier.”
He added that for Sam’s, appealing to budget-conscious consumers with meal deals makes sense, especially amid food and fuel inflation.
Feedback from customers reviewing the kit on Sam’s Club’s website highlights its convenience and affordability, although some question if it provides enough food for all six pitas.
One customer described it as a “total lifesaver on hectic weeknights,” suggesting it’s a great substitute for either cooking or ordering pricey takeout after a long day.
While many shoppers appreciate the convenience of the kit, some expressed concerns about portion sizes, mentioning they ran out of chicken and other ingredients before finishing all six pitas.
One satisfied reviewer shared, “[My] family enjoyed it. Everything was well-seasoned and tasty,” but added, “six pitas weren’t enough.” Some mentioned that the chicken barely served four adults and suggested adding a side dish to complete the meal.
