Costco vs Gorillas: Tone of Voice Compared

A side-by-side comparison of how Costco and Gorillas communicate — tone words, language style, sentence structure, and taglines.

In short

Costco and Gorillas both compete in Retail, but they don't sound alike. Costco sounds ethical, reliable, writing in commanding language, while Gorillas sounds fast, urban, convenient, writing in bold urban language. They share no tone words at all. Costco's tagline, "Do the right thing", captures its voice; Gorillas answers with "Groceries in Minutes".

Voice comparison

DimensionCostcoGorillas
Tone wordsEthical, ReliableFast, Urban, Convenient
Language styleCommandingBold Urban
Sentence typeCommandDescriptive
TensePresentPresent
ExpressionStraightforwardStraightforward
Tagline"Do the right thing""Groceries in Minutes"

What Costco and Gorillas share

Costco and Gorillas share no tone words. Both compete in the Retail sector.

Where they differ

Costco leans ethical, reliable. Gorillas leans fast, urban, convenient.

Positioning & strategy

DimensionCostcoGorillas
Brand messageDeliver value while doing right by peopleGet your groceries delivered in minutes
MissionContinually provide members with quality goods at the lowest possible pricesDeliver groceries faster than ever before
Core conceptBusiness with IntegrityInstant Delivery
Core tensionProfit vs. EthicsWaiting vs. Instant

Frequently Asked Questions

How is Costco's tone of voice different from Gorillas's?

Costco uses an ethical, reliable tone with commanding language, while Gorillas uses a fast, urban, convenient tone with bold urban language. They share no tone words.

What is Costco's tagline and what is Gorillas's tagline?

Costco's tagline is "Do the right thing". Gorillas's tagline is "Groceries in Minutes".

Do Costco and Gorillas target the same market?

Yes — both Costco and Gorillas compete in the Retail sector, though Costco focuses on retail / wholesale and Gorillas on instant grocery delivery.

Is Costco or Gorillas more figurative in its messaging?

Both lean straightforward — Costco and Gorillas each express themselves in a straightforward way.

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