The CEO meme wars have arrived at Costco’s food court.
The wholesale club posted a clip on Instagram Wednesday showing CEO Ron Vachris ordering and chowing down on one of the company’s legendary $1.50 hot dog and soda combos.
“Amazing quality, amazing value,” he said. “That’s $1.50 well spent.”
The video is the latest in a series of riffs this month roasting the bite heard ’round the world from McDonald’s CEO Chris Kempczinski’s timid taste test of the new Big Arch burger.
Since then, competitors, including Burger King and Wendy’s, have stepped up to the plate to demonstrate the proper degree of enthusiasm for their flagship foods.
Costco’s Instagram video racked up nearly 9 million views in less than a day — more than 10 times the engagement of its other recent videos.
While some comments questioned the CEO’s choice not to add any condiments to the hot dog, many were enthusiastic in their support for Costco and Vachris.
“That’s how a boss bites into his own food,” one said.
Vachris also took the opportunity to reassure shoppers that the fan-favorite deal isn’t going anywhere anytime soon.
“The hot dog price will not change as long as I’m around,” he said.
