Core Insights - Costco operates a unique business model that requires customers to pay a membership fee for access, which significantly impacts its revenue structure and customer loyalty [1][3] - The membership renewal rate is a critical metric for Costco, typically around 90%, providing a stable annuity-like income stream [4][8] - Despite generating approximately $63.2 billion in total revenue in the fiscal third quarter of 2025, only about $1.2 billion, or less than 2%, came from membership fees [5] Revenue and Cost Structure - Membership fees contribute significantly to Costco's gross profit, accounting for around half of it, despite being a small portion of total revenue [8] - The cost of goods sold in the same quarter was nearly $55 billion, with additional operational costs of approximately $5.7 billion, leading to a gross profit of about $2.5 billion [7] - Membership fees have minimal associated costs, allowing them to flow directly into gross profit, enhancing the overall profitability of the company [6][8] Business Strategy and Customer Focus - Costco's membership model allows for lower margins on product sales, which helps maintain customer satisfaction and loyalty [9] - The company emphasizes strong employee relations to ensure high levels of customer service, reinforcing its focus on customer happiness as a means to drive membership renewals [10]

Core Viewpoint - Costco's stock is currently overvalued despite its strong business performance, making Coca-Cola and PepsiCo more attractive investment options for income and value-focused investors [4][14]. Group 1: Costco - Costco operates on a membership model, providing a reliable revenue stream with a high member renewal rate of approximately 90% [2]. - The company is experiencing growth through new store openings and increased customer spending, but its stock valuation is high with P/S, P/E, and P/B ratios above five-year averages [4]. - The dividend yield for Costco is low at around 0.6%, which is disappointing for income-focused investors [5][4]. Group 2: Coca-Cola - Coca-Cola has shown strong performance with a 5% growth in organic revenues in the second quarter, appealing to consumers despite inflation concerns [6][7]. - The stock is reasonably priced with P/S, P/E, and P/B ratios at or slightly below five-year averages, and a dividend yield of 3% [8]. - Coca-Cola is considered a better value than Costco due to its strong business performance and reasonable stock valuation [8][14]. Group 3: PepsiCo - PepsiCo's stock is undervalued with P/S, P/E, and P/B ratios significantly below five-year averages, and a dividend yield of approximately 4% [10]. - The company reported a lower organic sales growth of 2.1% in the second quarter compared to Coca-Cola, indicating underperformance [11]. - PepsiCo is a diversified business with a history of dividend growth, and recent acquisitions may help it regain momentum [12][13].