The Secret Behind Costco’s “Iconic” Frozen Pizza
Costco is known for its food court pizza, but the real surprise sits in the freezer section: Pizzeria Uno’s Chicago-style deep dish. Created in 1943 by Ike Sewell, this pie made history with its buttery crust, hearty toppings, and rich tomato sauce layered on top.
For decades, you needed to live near one of Pizzeria Uno’s restaurants to enjoy it, but now the chain’s Triple Pepperoni deep dish is sold at Costco in two-packs for $14.69.
Each pie weighs 30.8 ounces and comes stacked with three varieties of pepperoni, plus mozzarella, Parmesan, and Romano, all topped with tangy tomato sauce. Bake it at 375°F and you’ve got authentic Chicago-style pizza without leaving home.
Frozen Pizza as a Sign of the Times
Frozen pizza has a way of reflecting economic trends. When the economy dips, families cut back on restaurant outings, but they don’t always opt for the cheapest freezer options. Instead, premium pizzas see the biggest growth. This occurred during the Great Recession, and again when the pandemic led to a decline in sales from $5.6 billion in 2019 to $6.6 billion in 2020. By 2024, the number was nearly $7 billion, with analysts predicting steady 6% annual growth.
Big names like DiGiorno and Tombstone continue to roll out new styles, while smaller players, such as Capello’s, target niches like gluten-free crusts. Even restaurant chefs are entering the game, with Anthony Mangieri introducing his Genio Della line. The challenge isn’t demand but freezer space. Vacancy rates for grocery cold storage dropped below 4% in 2024, meaning there’s constant competition for shelf space. For shoppers, this often translates into price promotions as brands push to secure room in crowded coolers.
Costco’s Lineup Goes Beyond Uno
While Pizzeria Uno is a headline-grabber, Costco’s frozen pizza aisle is loaded with choices. Alongside staples like DiGiorno and the Kirkland Signature brand, you’ll find lesser-known labels such as Roncadin and Bellatoria. Each brings its own flavor profile, from classic thin crust to inventive toppings that rival what you’d expect at a pizzeria.
Some shoppers have even ranked these Costco pizzas, pointing out which deliver the best taste and which fall short. That variety gives families a chance to mix up weeknight dinners, while also catering to picky eaters who want something specific. It demonstrates how seriously Costco takes frozen pizza as a category, providing space for both mainstream and specialty options.
The Real Secret
The secret behind Costco’s “iconic” frozen pizza isn’t just about stocking Pizzeria Uno or selling oversized food court slices. It’s about capturing a shift in how people eat. Frozen pizza has gone from a backup meal to a centerpiece dinner option, especially when it rivals what you’d get from a restaurant. Costco has stepped right into that demand, offering customers everything from Chicago deep dish to gluten-free crusts, all at warehouse prices.
So when you pass by the freezer section, think of it as more than a convenience aisle. It’s where Costco is quietly shaping the way people enjoy pizza at home, one oversized box at a time.