Costco Implements Digital Cake Ordering System Following Member Dissatisfaction
Costco is revolutionising its custom cake ordering process by transitioning to a fully digital platform, directly addressing long-standing complaints from members about the inconvenience of in-person procedures. The warehouse retail giant announced that by the end of this year, all members will be able to place cake and deli tray orders through the Costco mobile application, effectively eliminating the need for paper forms and physical store visits.
End of an Era for Paper Forms and Double Trips
For years, Costco members have been required to visit the bakery department in person, fill out a printed order form by hand, and then make a separate trip to collect their custom creations. This outdated method has been widely criticised as inefficient, particularly given issues like crowded parking lots and the absence of online confirmation systems to streamline the waiting experience.
Many customers found the process half-baked, with frustrations mounting over the extra time and effort involved. The move to digital ordering represents a significant shift in Costco's approach to customer service and operational efficiency.
CEO Outlines Digital Transformation Strategy
During the Q1 2026 earnings call in December 2025, Costco CEO Ron Vachris revealed initial plans for the digital ordering system, emphasising the company's commitment to enhancing member experiences. "Many of the things that we've heard from our members that could be a little bit clunky are now moving to a digital state, and we're seeing great adoption right out of the chute," Vachris told investors.
He further explained that Costco aims to "lock in" its brick-and-mortar business with its virtual digital business, creating a more integrated and seamless shopping environment. This strategic pivot aligns with broader trends in retail digitalisation.
Early Rollout and Member Reactions
Some Costco members reported seeing the new app feature as early as August 2025 in select locations, such as Salt Lake City. A Reddit user shared a screenshot of the improvement, sparking enthusiastic responses from the community.
One person commented, "This is awesome news, will save me from an extra $200 shopping trip when I go to drop off the order form for my kid's birthday cake lol." However, early adopters noted that the Custom Cake Ordering button was not immediately obvious within the app interface, with some finding it under the Warehouse tab as a rectangular white button.
Exclusive Member Benefits and Additional Digital Enhancements
Costco confirms that in-app ordering will be available exclusively to members, and a Custom Cake Ordering portal does not currently appear on the retailer's website. The company is also rolling out AI-powered features in its mobile app to create a personalised and persuasive experience, driving membership sign-ups and renewals.
Upcoming tools include:
- Digital membership cards
- In-store inventory checks
- Gas price trackers
These innovations are part of a broader digital upgrade initiative, which also includes faster self-checkout systems, positioning Costco to better compete with rivals like Sam's Club in online bakery offerings.
Global Context and Competitive Landscape
With over 800 warehouses worldwide, including more than 600 in the United States, Costco has historically lagged behind competitors in digital bakery services. This new ordering system marks a critical step in catching up and enhancing overall member satisfaction.
The Independent has reached out to Costco for additional comments on the rollout and future digital plans. As the retail landscape continues to evolve, Costco's focus on blending physical and digital experiences underscores its commitment to maintaining a loyal member base while adapting to modern consumer expectations.
