Costco has recently made a mix of controversial policy moves and more routine business changes that together explain why people are suddenly asking “what did Costco do.”

Membership and shopping policy changes

Costco has tightened enforcement of its membership rules, which has triggered a lot of the “what did Costco do” chatter online.

  • Food courts in many locations now require you to scan or show a membership card, ending the long‑standing practice of non‑members casually using the food court.
  • A newer standalone gas station in California requires a valid membership to pump gas, formalizing what used to be a looser expectation at some fuel locations.
  • Local TV coverage in 2025 framed these rules as a “controversial shopping policy,” since some shoppers see it as nickel‑and‑diming and others see it as simply enforcing what memberships promise.

These changes feed forum threads where longtime members say the club feel is back, while casual shoppers complain they are being pushed out.

Big strategic moves for 2026

Behind the viral complaints, Costco is also rolling out fairly standard growth and operations upgrades.

  • The company plans to open about 35 new warehouse stores in 2026 and add a large 40‑pump gas station in Mission Viejo, California, continuing its expansion push.
  • It is investing in faster checkout and exit times with more membership scanners and pre‑scanning of carts, aimed at reducing long lines that have become a common member gripe.
  • Costco is moving more Kirkland Signature production closer to where goods are sold, hoping to lower costs and broaden its private‑label range.

For everyday shoppers, that translates into more locations, slightly different traffic patterns in stores, and more Kirkland‑branded options on shelves.

Culture, DEI, and online debate

Another reason “what did Costco do” trends in forums is the company’s stance on diversity, equity, and inclusion (DEI).

  • An investor push to roll back Costco’s DEI initiatives was rejected by the board, which publicly tied the company’s ethics to inclusion and diversity.
  • That decision sparked polarized reactions: calls for boycotts from some conservative commentators, and praise from others who see it as Costco “sticking to its values” under political pressure.
  • Retail‑industry newsletters and LinkedIn discussions highlight worries about potential “culture decline,” while also noting that employee‑friendly policies and pay are still a core part of the brand story.

These debates rarely affect what you see in‑store day to day, but they heavily shape the online narrative about Costco as either a model employer or a company “going woke,” depending on who is talking.

What’s new for shoppers right now

If you zoom out from the drama, a lot of the current buzz is just about new products and subtle price or wage tweaks.

  • January 2026 coverage highlights new snacks, desserts, and specialty items like plant‑based Greek‑style yogurt, jalapeño kettle chips multipacks, and big seafood bundles (including large packs of king crab legs).
  • Costco is also planning small hourly wage increases (roughly 0.50–1 dollar per hour depending on pay scale), which are welcomed by some employees but criticized by others as not fully keeping up with inflation.

So when you see people asking “what did Costco do,” they may be reacting to strict membership enforcement at the door, political fights over DEI, or just the latest round of viral posts about new food‑court rules and product drops.

TL;DR: Recently, Costco tightened membership enforcement (food court and gas), pushed expansion and tech upgrades, stood firm on DEI programs despite political pressure, and rolled out new 2026 products and modest wage bumps—together fueling the “what did Costco do” buzz you’re seeing online.

Information gathered from public forums or data available on the internet and portrayed here.