Costco Overtakes H-EB as Top Retail Brand
Costco has overtaken H-E-B as the top retail brand in ChangeUp’s 2026 Experience Report, marking the first time the warehouse retailer has led the rankings.
How the rankings work
ChangeUp surveyed over 6,500 consumers across 300 brands, collecting more than 400,000 data points through surveys and AI-driven sentiment analysis of reviews and online discussions.
Brands were assessed on eight dimensions: memorability, perceived staleness, likelihood of return, unprompted visit desire, customer advocacy, novelty, substitutability, and relevance.
Costco improved in all eight categories, outperforming the retail average, while H-E-B’s scores remained flat.
In restaurants, In-N-Out Burger retained its top spot for the second year, followed by Texas Roadhouse. Chick-fil-A and Playa Bowls also stood out by turning unique elements into signature experiences that drive repeat visits. Emerging brands like Dutch Bros and Buc-ee’s gained traction by making the in-store experience itself a draw.
Grocers dominate, but discretionary retail lags
Grocery and club retailers occupy five of the top 10 retail spots, with Sam’s Club (#7), Wegmans (#8), and Publix (#10) rounding out the list behind Costco and H-E-B. Wegmans, new to this year’s study, was praised for its food selection, prepared meals, and staffing depth that attracts shoppers willing to travel. Publix earned recognition for service, including associates who assist with finding products and carrying bags.
Convenience stores like Buc-ee’s (#9) and Kwik Trip (#11) also rank highly, with the report noting that these brands turn the act of stopping into the primary reason for the visit. Meanwhile, discretionary categories such as apparel saw declines in customer satisfaction, suggesting that essential shopping trips hold steady while optional ones face growing competition.
Other notable retailers in the Top 50 include Trader Joe’s (#15), Harris Teeter (#17), and Aldi (#38), each cited for specific strengths, whether it’s product variety, affordability, or operational efficiency.
