Costco has started making fresh sushi in-store in its Issaquah, Washington, store, and the Seattle Times reports that it “has plans to bring its rolls and sashimi to select markets across the country.”
A “high-ranking source at the company’s Issaquah headquarters” tells the Times that this is the first time that the company has offered freshly made sushi in any of its stores.
According to the Times, “Costco was hoping for a quiet launch last Friday to buy its staff time to work out the kinks, but all bets were off once customers started posting on social media about the California rolls made with real crab. In recent days, the Issaquah Costco has arguably become the most talked-about restaurant on the Eastside.
“Last Friday and Saturday, its kitchen staff couldn’t make sushi fast enough, as plastic trays of fish were quickly snatched up by eager customers and the shelves sat mostly empty.”
The Times goes on: “While Costco’s legion of fans is wondering if sushi will be the next big thing along the line of its famed hot dog and rotisserie chicken, Costco has not decided which branches or how many stores will start selling sushi, the source said.
“Much will be contingent on kitchen space, since its sushi operation requires significant real estate, the source said. At Issaquah, for instance, the store now has a rice room, a sushi station and a display case, and the source said other Costco stores won’t be able to devote that much valuable space just to sell sushi.”
KC’s View:
The Seattle Times food writer weighed in on the quality of the sushi offering, and judged it to be mixed – some items were more distinctive than others. The low prices were said to be very attractive, though I would argue that low prices on mediocre sushi are of questionable value.
But, these are early days. This is a test. Costco is very good at getting better, and I suspect that by the time it rolls this program out around the country – if it rolls the rolls out around the country – the quality will be higher and more consistent, and the value will be even more differentiated.
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