Costco sells a hot dog and soda combo for just $1.50 — and they’ve kept that price unchanged for decades, even as costs continue to rise.

Yes, they reportedly lose money on it. But that’s exactly the point.

It’s not about the hot dog. It’s about trust. When customers see that Costco refuses to raise prices on something so iconic, it sends a message: they’re not trying to squeeze every dollar out of you.

That one small loss builds something much bigger — loyalty. And over time, that loyalty turns into billions.

That’s the real difference between selling products and building a brand people believe in.