Costco is implementing significant changes to its custom cake ordering system, transitioning from an in-person paper-based process to a fully digital platform accessible through its mobile application. This strategic shift comes after years of persistent complaints from members about the inconvenience of having to visit stores physically to place orders, navigate crowded parking lots, and manage without online confirmation.
End of the Paper Trail
The warehouse retail giant announced on Thursday that the new digital ordering feature for custom cakes and deli trays will be available to all members by the end of this year. This development was initially revealed during the Q1 2026 earnings call in December 2025, where CEO Ron Vachris emphasised the company's commitment to enhancing member experience through digital integration.
"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 added that Costco aims to "lock in" its brick-and-mortar business by synergising it with virtual digital operations, creating a more seamless shopping ecosystem.
Member Frustrations Addressed
For years, Costco members were required to physically visit the bakery department, complete printed order forms by hand, and then make a separate trip to collect their custom creations. This process was widely criticised as cumbersome and inefficient, particularly given the challenges of crowded store environments and the absence of digital tracking options.
Some members reported early sightings of the new app feature rolling out in select regions as early as August 2025. A Reddit user from Salt Lake City shared a screenshot of the improvement, sparking enthusiastic responses from the online community. One user 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."
Navigating the New Digital Interface
Early adopters noted that the Custom Cake Ordering button within the app was not immediately obvious, requiring some navigation to locate. Users found it under the Warehouse tab at the bottom of the application interface, appearing as a rectangular white button. Costco confirms that in-app ordering will be exclusively available to members, with no similar portal currently accessible through the retailer's main website.
The company is simultaneously enhancing its mobile application with advanced AI-powered features designed to create personalised and persuasive experiences that drive membership sign-ups and renewals. Upcoming digital tools include digital membership cards, real-time in-store inventory checks, and dynamic gas price trackers.
Competitive Digital Landscape
With more than 800 warehouses worldwide, including over 600 locations across the United States, Costco has historically lagged behind competitors like Sam's Club in offering comprehensive online bakery services. This digital transformation represents a significant step toward closing that gap and modernising the member experience.
Additional technological upgrades are reportedly in development, including faster self-checkout systems and expanded digital service offerings. The Independent has reached out to Costco for further comment regarding these innovations and their implementation timeline.
This strategic move toward digital ordering not only addresses longstanding member complaints but also positions Costco more competitively within the evolving retail landscape, where convenience and digital accessibility are increasingly paramount to customer satisfaction and loyalty.
