HIPPEAS Texas Roadshow: How First Call Enabled a Multi-Warehouse Costco Program Across Texas
How centralized warehousing, appointment management, and flexible routing turned a multi-warehouse roadshow into a repeatable execution model.
To engage shoppers and gather regional insights, HIPPEAS launched a Costco Roadshow across 12 warehouses in Texas. An activation of that scale, without a local team in the region, required a logistics partner capable of managing inventory, scheduling, and store-level coordination.
HIPPEAS partnered with First Call Logistics to support the roadshow from start to finish.
The Challenge: Coordinating a Multi-Warehouse Costco Roadshow
Costco roadshows operate on strict timelines and warehouse-specific rules. Each location sets its own receiving hours, delivery appointment requirements, and expectations for post-event pickups.
For HIPPEAS, coordinating these details across 12 separate Costco warehouses while relying on third-party brand ambassadors and managing the event remotely required a high level of coordination.
They needed a logistics partner who could act as an extension of their team on the ground in Texas.
For HIPPEAS, coordinating these details across 12 separate Costco warehouses while relying on third-party brand ambassadors and managing the event remotely required a high level of coordination.
They needed a logistics partner who could act as an extension of their team on the ground in Texas.
The Solution: Centralized Execution Across Multiple Costco Warehouses
To streamline execution, HIPPEAS’ product was stored, staged, and consolidated at First Call Logistics’ Irving, Texas, warehouse, which served as the central coordination hub for the entire roadshow.
From Irving, First Call coordinated weekly deliveries and pickups across 12 Costco warehouses, proactively managing delivery and pickup appointments and adapting to each warehouse’s preferred receiving windows. Although the roadshow followed a shared event schedule, each warehouse operated differently, requiring store-by-store planning and coordination.
To improve efficiency and control costs, First Call structured shipments using two-store delivery routes, balancing on-time performance with transportation efficiency. Product was delivered ahead of each roadshow week, then collected the following week to clear remaining inventory. Back at the Irving warehouse, First Call reconciled inventory and rebuilt pallets to support the next round of shipments.
Equipment selection was adjusted based on volume. 53′ dry vans were used for outbound deliveries to accommodate higher pallet counts, while box trucks were used for return shipments when volumes were lower—helping avoid unnecessary transportation costs while maintaining service reliability.
This centralized, flexible approach allowed HIPPEAS to execute a multi-week roadshow smoothly, while First Call absorbed the operational complexity behind the scenes.
Creating Space for Shopper Education and Brand Storytelling
With logistics handled by First Call, HIPPEAS was able to focus on what mattered most during the roadshow: connecting directly with shoppers.
At each warehouse, brand ambassadors sampled four flavors—Jalapeño Cheddar, Trippin’ White Cheddar, Spicy Ranch, and Grillo’s Dill Pickle—and helped introduce members to what sets HIPPEAS apart. Conversations centered on the brand’s chickpea-based puffs as a better-for-you alternative to traditional snack options, with a strong emphasis on allergen-friendly formulations and dietary inclusivity.
Bringing HIPPEAS’ Sustainability Story to Life
Sustainability is easier to understand when shoppers can ask questions and hear the story firsthand—and the roadshow gave HIPPEAS that opportunity.
Through in-person conversations, brand ambassadors explained why chickpeas are a thoughtful snack choice, noting their lower water usage compared to corn, their role in supporting healthier soil, and their alignment with both personal health and environmental considerations.
These discussions helped shoppers better understand why HIPPEAS positions chickpeas as a smarter choice for both people and the planet.
Results: What the Texas Roadshow Revealed
By the conclusion of the Texas Roadshow, HIPPEAS had gained meaningful insight and momentum through direct, in-person engagement with Costco shoppers.
- Positive sell-through during the event, with minimal product requiring pickup at the end of the roadshow
- Flavor preferences validated, with Jalapeño Cheddar and Trippin’ White Cheddar emerging as favorites
- New consumer discovery, as many shoppers were introduced to HIPPEAS for the first time
- Sustainability messaging delivered at scale through consistent, in-person conversations
- Renewed momentum in the Texas region, reopening conversations with Costco’s regional buyers
A Repeatable Model for Multi-Warehouse Retail Programs
For HIPPEAS, the Texas Costco Roadshow proved that strong brand storytelling is most effective when execution is seamless.
For First Call Logistics, it reinforced a core strength: turning complex, multi-location retail programs into coordinated, controlled operations.
By acting as the operational control center throughout the roadshow, First Call enabled HIPPEAS to focus on what drives growth: engaging shoppers, validating demand, and building momentum with both consumers and buyers.
Complex activation. One execution partner. No missed steps.
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No missed steps.
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