A viral social media trend featuring top executives sampling their own products has now reached Costco. Its CEO stepped in and used the moment to reaffirm a fan-favorite promise about the brand’s iconic $1.50 hot dog combo.
Costco CEO takes part in the viral taste trend
It all kicked off when Chris Kempczinski, President and CEO of McDonald’s, shared a casual video tasting a new burger. The internet, of course, ran with it. Memes popped up, and jokes flew everywhere. What started as a simple clip quickly turned into a viral trend. Soon, other brands jumped in, turning taste tests into a clever marketing technique.
Now, Costco has joined the wagon as well. In a recent social media post, CEO Ron Vachris walked up from a food court counter, hot dog and soda in hand. Before even taking a bite, he looked at it and went, “$1.50? For this hot dog?” Vachris then claimed that the price isn’t going anywhere, as long as he’s around.
The video drew widespread attention, not only for reaffirming the price but also for a small yet notable detail that shows Vachris chose to eat the hot dog without any condiments. That seemingly minor choice quickly became a point of discussion online.
Costco continues to reinforce its long-standing reputation for consistency. The $1.50 hot dog and soda combination has become a defining symbol of the brand. Despite rising costs across the United States, the company has maintained this price for decades, showing they value their customers over money. This approach can be traced back to co-founder Jim Sinegal, who reportedly insisted that the price should remain unchanged.
Former CEO Craig Jelinek later recalled being firmly advised to find alternative solutions rather than increase the price. “If you raise the effing hot dog, I will kill you. Figure it out,“ Craig Jelinek recalled Sinegal telling him. Now, Vachris, who became CEO in 2024 after working his way up from a forklift driver, appears committed to carrying that legacy forward (via The Seattle Times).
