As families look for ways to keep dinner costs down, warehouse clubs are competing for shoppers with prepared meals that offer an alternative to cooking from scratch or spending money on takeout.
Among the prepared meal options is Sam’s Club’s Member’s Mark Chicken Shawarma Kit, a 37-ounce meal listed for just under $16 on the retailer’s website.
The offering is part of a broader push by the warehouse club to give members more convenient options for putting dinner on the table, a Sam’s Club spokesperson said in a statement to Fox News Digital.
“Our members consistently tell us they want convenient, high-quality meal solutions at an incredible value,” the statement said.
“From the Member’s Mark Chicken Shawarma Kit to dinner staples like our top-rated Member’s Mark Seasoned Rotisserie Chicken, we’re taking the guesswork out of mealtime with options our members can feel good about serving,” the statement added.
The shawarma kit comes with six pitas, fully cooked chicken shawarma, Mediterranean-style bruschetta, feta cheese, creamy garlic sauce and spicy tahini sauce, according to the Sam’s Club website.
For warehouse clubs, however, the competition for families’ dinner budgets goes beyond offering a lower price.
“Warehouse clubs aren’t just competing on price, they’re competing on the value of time,” St. Louis-based founder and CEO of SCALEBLAZER Laura Burkemper told Fox News Digital.
“For busy families, the question at 5 p.m. isn’t simply, ‘What’s cheapest?’ It’s ‘What can I put on the table quickly, affordably, and without another decision to make?’” Burkemper said. “A $16 family meal is compelling because it solves several consumer pain points at once: affordability, convenience, portion size, and predictability.”
That price point may be particularly important for Sam’s Club shoppers.
Bryan Gildenberg, New Jersey-based founder and CEO of Confluencer Commerce, told Fox News Digital that consumers are making different choices as they contend with higher food and fuel costs.
“Remember, Sam’s Club and Costco look the same but aren’t the same,” Gildenberg said. “Costco’s member is more coastal and more affluent.”
“For Sam’s, a price-sensitive meal deal makes enormous sense given that their members are more likely to be making different choices in the face of food and fuel inflation,” Gildenberg added.
Meanwhile, shoppers reviewing the kit on Sam’s Club’s website have praised its convenience and price, though some questioned whether the portions were enough to fill all six pitas.
One reviewer called it “a total lifesaver for busy weeknights,” saying it offered an alternative to cooking after a long day or ordering expensive takeout.
Portion size was a recurring concern among some shoppers, with several saying they ran short of chicken or other ingredients before using all six pitas.
“[My] family loved this. Everything seasoned well and flavorful,” one purchaser wrote, but added that there was “not enough for 6 pitas.” The shopper said the chicken barely fed four adults and that side dishes were needed to complete the meal.