Sam's Club is expanding ready-to-cook meals and under-an-hour fresh delivery as members treat convenience as core value, not a side perk.
Arkansas-based warehouse retailer Sam's Club is reshaping how it sells fresh food after members made a clear demand: quality and price still matter, but speed and ease now sit inside the same bargain.
FOX Business interviewed Sam's Club Executive Vice President and Chief Merchandising Officer Myron Frazier, who said shoppers still want high-quality fresh items at a strong price. What shifted is the role of convenience in that deal.
"What has changed is convenience is becoming increasingly important to the value equation,"
Frazier said the club is answering that pressure with ready-to-cook products, simpler choices on the floor, and more ways to get food home without a full trip through the aisles.
One example is a ready-to-cook "Marry Me Chicken" option that can feed a family of four in about 12 minutes. The pitch is plain: less prep, less guesswork, same fresh standard members expect from a warehouse club.
Frazier framed the strategy as a full path from store to table, not a single new SKU.
"We're really leaning in on this idea of offering high-quality, fresh foods in a way that's convenient from the club to your home, and then from the stove or from the oven to the table,"
Members can still shop inside the club. They can also use curbside pickup or Express Delivery that brings fresh items to the door in under an hour. Frazier said there is no markup on those Express Delivery fresh items.
"For us, it's this combination of the Sam's Club experience, everything from developing the item they want, curating it down so that choice is easy, and then giving them the option to get it however they want,"
He added the options run "whether that's in the club, whether that's curbside, or it's delivered to their home in under an hour."
Frazier said Sam's Club's digital business in fresh, and its digital penetration, has doubled in the last couple of years. He tied the growth to members asking for fresh food on their schedule, not the old warehouse calendar.
"Our digital business in fresh and [our] penetration of digital, it's doubled in the last couple of years,"
He followed with: "And so I'm really excited about that, because we're offering fresh in a way that our members are asking us to do it."
Walmart, Sam's Club's parent company, reported in a second-quarter earnings release dated Aug. 20 that Sam's Club U.S. e-commerce sales rose 26 percent. The company said continued growth in club-fulfilled pickup and delivery drove that jump. The broader Walmart push has been the same: make shopping faster and easier without abandoning the value promise.
Outside the club, the consumer pattern looks similar. McKinsey & Company's "The State of Grocery North America 2026" report found roughly 70 percent of consumers prefer home delivery for online grocery orders, with most expecting groceries the same day or within a few hours.
Warehouse clubs built their brand on bulk savings and membership discipline. That model still holds. What Frazier's comments show is a sharper read of household reality: two-income homes, tight evenings, and little patience for a second trip after work.
Sam's Club is not inventing demand with a slogan. It is following paid members who already vote with renewals and carts. Curate the item. Keep the choice simple. Deliver it club-side, curb-side, or to the door in under an hour. That is a commercial response, not a government program.
Private retailers that listen to customers on price, quality, and time usually outlast the ones that lecture them. Fresh food "on their own terms" is another way of saying the market still works when companies chase real household needs instead of political fashion.