Costco Wholesale CEO Ron Vachris has publicly reaffirmed the company's commitment to its signature $1.50 hot dog and soda combo.
The statement was made during a viral video posted to social media on March 18, 2026.
In the footage, Vachris participated in a trending corporate challenge where executives taste-test their own products.
The video shows the CEO visiting a Costco food court to order the meal himself.
While consuming the meal, Vachris addressed the camera regarding the long-standing price point.
He stated that the price would not increase as long as he remains in his current role.
Vachris characterized the $1.50 combo as a high-quality offering that provides significant value to members.
"That’s $1.50 well spent," the CEO noted in the video.
The footage has gained significant traction online, particularly following a report by the media outlet Dexerto. As of March 19, the post has accumulated over 15,000 likes and hundreds of replies.
The $1.50 price for the hot dog and drink has remained unchanged since it was first introduced in 1985. This price stability has been maintained despite decades of economic shifts and inflation.
Company leadership has historically protected the price of the food court item. Costco founder Jim Sinegal was well known for his firm stance against raising the price during his tenure.
Previous executives have similarly signaled that the item is a critical component of the warehouse club's brand identity. The hot dog combo is often cited by analysts as a loss leader intended to drive foot traffic.
The video follows a recent trend of high-level executives engaging with consumers through social media challenges. This movement reportedly began with the CEO of McDonald’s participating in a similar taste-test event.
Public reaction has been largely positive, with many users viewing the commitment as a notable exception to broader trends in food inflation. The video remains a focal point of discussion across multiple digital platforms.
Transparency notes
Published: Mar 19, 2026. Last updated: Mar 19, 2026.
Spot an error or missing context? Email hi@kindjoe.com and we will review and correct if needed.
Sources
External source links were not provided in this article body. Our editors reference publicly available materials and update stories as new verified information arrives.
What's your take on this story?
Vote before the outcome is known and compare your call with the crowd.
No community take has been linked to this story yet.