Costco roadshows. Guide to planning sampling at scale.

Quick answer: Pick one outcome, plan a steady sample pace, staff a calm three person crew, keep the setup clean and fast, and publish a simple daily report with counts and store notes. Link each roadshow to a sell in or sell through goal so leaders can scale with confidence.

Why roadshows work for trial at scale

Club stores put you in front of shoppers who are ready to buy. The aisles are wide, carts are full, and members love quick tastes. Your job is to make trial easy, share a short story, and point people to the pallet or end cap. When the flow is clean, roadshows move real volume and create clear signals for future buys.

Set one outcome before booking dates

Write the outcome in one line and make it the north star for the run. Examples include unit lift for a specific SKU, proof for a new flavor, or a sell in signal for the next region. Every choice should support that line. If a task does not help, remove it.

Pick markets and sequence the route

Choose stores that match your buyer and where your supply chain is ready. Build a short score for each warehouse and sort by score and drive time.

• Buyer fit. Demographics and shopping patterns by region.
• Shelf readiness. Space, price, and stock confidence.
• Ops readiness. Team bench, travel, and replenishment.
• Season timing. Match weather and holidays to your product.

Sequence nearby stores so crews spend time sampling, not driving. Lock dates early with the roadshow team and confirm the rules in writing.

Store coordination that saves time

Calm schedules come from clear notes. Share a one page plan with each warehouse a week before the shift.

• Call time, demo start, demo end, and break windows
• Contact names for the warehouse and your lead
• Location for the station and pallet plan
• Power needs if any and an option without power
• Food safety steps, allergen signs, and cleanup rules

Arrive early, check in with the manager, and confirm the spot. Keep aisles open and leave the area cleaner than you found it.

Setup that signals quality

Shoppers make quick calls about trust. Your station should look tight and friendly from ten feet away.

• Clean branded table wrap pulled tight
• Tall sign that people can see over carts
• Front facing packs or cases near the station
• Portion tools, wipes, towels, and a tidy waste plan
• Allergen note in plain words where people can see it

Keep phones off the table. Keep boxes hidden. Reset the look after each rush so the space always feels ready.

Talk track that anyone can use

People in club stores move fast. Scripts should be short, warm, and repeatable.

• Invite. “Quick taste.”
• Three points. One flavor note, one benefit in plain words, and where to find it in the club.
• Ask. “It is right here on the end cap.”

Train answers for price, ingredients, allergens, and use at home. Avoid jargon. Keep claims approved and simple.

Samples per hour and flow math

Roadshows reward steady pace more than spikes. Plan counts so quality stays high from open to close.

1. Pick a cap per hour for this store based on past traffic.
2. Pre portion when it speeds service and supports hygiene.
3. Keep portions small and consistent so taste matches the promise.
4. Refill on a timer. Do not wait for empty trays.
5. Log samples after each wave and compare to the cap.

Track best hours and staff up for those windows. If lunch is always busy, plan a second specialist on that block instead of stretching the same crew thin all day.

Staffing and roles

A calm three person crew can handle heavy volume when roles are clear.

• Lead. Speaks with the warehouse contact, manages timing, and solves small issues.
• Specialist. Pours or plates, shares the talk track, and points to the pallet.
• Support. Restocks, wipes tools, resets trays, and helps during rush periods.

Rotate roles on long days. For very high traffic, add a second specialist during peak hours. Bring water and simple snacks for crew energy.

Food safety and claim control

Safety builds trust with members and managers.

• Gloves when needed and clean tools by shift
• Keep cold items cold and hot items hot
• Post allergen notes in plain text
• Approved claims only with a one page do and do not list

Signage that helps the next step

Shoppers should see where to buy the second they enjoy the taste.

• Arrow sign that points to the pallet or end cap
• Short price note if the club allows it
• Recipe or use idea on a small card or QR that loads fast

Lift math that leaders can trust

You will not track every sale, yet you can anchor results in simple ways.

• Log trials and reach by hour with a clean method.
• Capture store notes on unit lift when available.
• Use a short QR that ties to a store finder or recipe page.
• Compare similar stores and similar hours to isolate patterns.

Simple math beats guesswork. If two stores with the same cap and talk track show different lift, look at placement, crew energy, and stock health before changing the script.

Reporting that drives daily decisions

Leaders should read the view in one minute and make a call for tomorrow.

• Reach, samples, and a note on unit movement
• Best hour and the reason it worked
• Issues and the fix for the next day
• One wide photo of the station that shows flow

For a full framework, see our guide on experiential marketing reporting.

Common traps to avoid

• Overbuilt setups that slow the day
• Long pitches that block the aisle
• Inconsistent portions that change the taste
• No daily recap, so small fixes never happen
• No clear pointer to the pallet or end cap

When to blend roadshows with other formats

Roadshows and events can support each other. Run a festival or sports event to build buzz, then send people to the club for purchase during the same week. Or use retail demos in nearby stores to lift sales after the roadshow leaves. For format options, review Retail demonstrations, Engagement marketing, Mobile sampling tours, and Trade show experiences.

Budget lines to plan up front

Clear budgets protect quality. List the parts that repeat each day.

• Crew, per diems, and overtime rules
• Product, cups, utensils, wipes, and cleaning supplies
• Shipping, storage, and small repairs
• Apparel, signs, and table wraps
• Travel and lodging when routes require it

Ask for a simple model that shows how cost scales when you add stores or extend hours. Tie scale to outcomes so growth is based on proof, not hope.

Case studies to study before your run

• Popchips Costco Roadshow. Forty plus stores, one hundred thousand samples, and clear impressions across markets.
• Pulmuone Costco Roadshow. Plant based meals with a steady sample pace and strong sold to sale notes.
• Little Debbie Share a Smile Tour. Mobile moments that show how a warm tone and clean tools scale across cities.

FAQ

How many samples per hour should we plan

Light periods may run under one hundred. Peak hours can run higher. Pick a steady cap that your crew can hold and stock for the full shift plus a small buffer. Log the count each hour and adjust the team focus if the line grows.

How big should portions be

Small and consistent. People should get a fair taste without draining stock. Use the same portion tool for the whole shift to keep quality even.

How do we handle allergen and ingredient questions

Post clear notes at the station. Train staff to answer in plain words and to avoid unapproved claims. Keep a one page sheet with the approved lines at the station.

Do we need power

Many roadshows run without power by using simple tools and cold holds. If you need power, test your load, keep cables safe, and have a version of the setup that works without power in case the plan changes.

What if stock runs low

Tell the manager early and adjust the sample cap so you do not run dry before the end of the shift. Note the change in the daily report so leaders can plan restock patterns.

Next steps

Ready to plan a roadshow. Start with Costco roadshows. If your program blends in store and events, add Retail demonstrations and Engagement marketing. To set dates, request a proposal or contact us. For coverage by state, visit Where we work.