Think you love Costco’s $1.50 hot dog more than anyone? You might want to talk to Costco CEO Ron Vachris.
Sure, the CEO of a multi-billion dollar global retailer has to say he’s a fan of his company’s product. But as we’ve all learned from watching McDonald’s CEO Chris Kempczinski try to choke down the new Big Arch burger, some admiration just can’t be faked.
In a recent Instagram video, Vachris gives Kempczinski a lesson in brand enthusiasm. The video shows Vachris walking up to a Costco food court, asking for a hot dog, then sitting down with his meal.
“$1.50? For this hot dog?” he asks incredulously. We know, Vachris. It’s the greatest food deal ever.
He then absolutely demolishes the dog, taking a bite that puts Kempczinski’s timid Big Arch nibble to shame.
A brief Q&A follows, starting with the question that everyone wants to know: Is the price of the hot dog going up?
“The hot dog price will not change as long as I’m around,” he confirms.
What word best describes the hot dog?
“Amazing,” Vachris says while still chewing. “Amazing quality, amazing value. … That’s a $1.50 well spent.”
The interviewer asks if he’s going to have another one at the next Costco he visits.
“Absolutely,” he laughs. Multiple hot dogs in one day? This guy knows how to eat.
‘This Is Exactly Why We Love Costco’
The response to the video confirms that everyone is as much of a fan of Costco’s hot dog — and Costco itself — as the company’s CEO.
“He’s such a legend and this is exactly why we love Costco,” wrote @costcohotdogfinds, while @cocacola simply put, “Ron gets it.”
Others showed their love with plenty of “Ron’s the man!” comments, and @cadenmcdonald wrote, “Earned a fan for life when he said he would kill whoever touches the price of the hotdog in Covid, the Costco glizzy is the standard.”
Still, not every response to the video was one of adoration. Some expressed dismay at the lack of condiments on Vachris’s hot dog, asking him to at least add some ketchup. Others reminded everyone that there is no such thing as “the people’s CEO.”
“Ron Vachris making $13.9M a year eating the same $1.50 hot dog as me… only difference is I walk out spending $300 and he walks out richer,” wrote one Instagram user.
They’ve got a point. Listen, we love Costco as much as the next person, but we can recognize a good marketing scheme when we see one. Still, it’s nice to know that the hot dog’s price tag isn’t going anywhere, and this video does what it’s supposed to: make us want a Costco hot dog, STAT.
More From Cheapism
- Will Tariff Refunds Bring Prices Down? Costco Says Yes — CEO Ron Vachris hinted that any tariff refund Costco receives could mean lower prices for the store’s members. Here’s what that might mean for you.
- Vintage Photos of Costco: From ‘Price Club’ to a $246 Billion Company — Here’s a look back at Costco’s history that even the most dedicated members may not know.
- 12 Types of People Who Shouldn’t Set Foot in Costco — Avoiding common Costco shopping mistakes could mean some people are better off just saying “no” to Costco.
