Costco has recently introduced a new seasonal dessert, the Strawberry Shortcake Sundae, at its food courts across the United States, priced at $2.99. This sundae features a blend of creamy strawberry ice cream, soft shortcake bites, and a decadent strawberry topping, and it replaces the previous Caramel Churro Sundae, which was also priced at $2.99 and contained 850 calories. The introduction of this sundae is part of Costco's strategy to enhance customer loyalty and drive store traffic through affordable food options. CFO Gary Millerchip highlighted that food court sales have seen double-digit comparable sales growth, contributing to the overall increase in ancillary business sales. Costco's food court is known for its low prices, which serve as 'loss leaders' to attract customers into the store. Despite some price increases in other menu items, the chain's famous hot dog combo remains at $1.50, maintaining its appeal to shoppers. Overall, Costco's food court plays a significant role in reinforcing value perception and encouraging members to explore the store further.