Costco Teases Return Of Twisted Churro

Costco teased the mystery item in a video on Instagram this week, and self-identified employees online say the answer is the churro. The company has not said when the item will return or how long it will stay on menus, but Reddit users responding to the posts were quick to celebrate the comeback.

The twisted churro first replaced Costco’s classic straight churro in 2021, after years as a 99-cent staple in the food court. Some members complained the newer version was softer, less flavorful and more expensive at 50 cents above the old price, and Costco eventually pulled it from menus in early 2024, replacing it with the Double Chocolate Chunk Cookie.

The move underscores how closely Costco watches member reaction on even small-ticket items. In a business built on repeat visits and subscription-like loyalty, food court favorites can punch above their weight by shaping how shoppers perceive the warehouse club’s value proposition.

That also helps explain why the revival is drawing attention beyond the snack itself. Costco has recently leaned into customer engagement and convenience more broadly, including expanding delivery partnerships, while still defending its pricing image as households stay selective about spending.

For investors, the churro news is not a revenue event on its own, but it is a reminder that Costco’s brand equity remains deeply tied to the in-store experience. Any sign that the company is listening to members and preserving the low-cost, high-loyalty formula can help support traffic, membership retention and, ultimately, the premium valuation investors assign to the stock.

The next watchpoint is whether Costco confirms the timing of the return and whether the company keeps leaning on food court nostalgia as it manages member satisfaction across stores and digital channels.