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Business Insider reports that "Costco has raised prices on two items in its beloved food court: the chicken bake and the 20-ounce soda … The chicken bake, a breaded dish filled with chicken, cheese, bacon, and a Caesar dressing, now sells for $3.99 — $1 more than in June. The soda price increased from $0.59 to $0.69, an increase of 10 cents or about 17%.

"Fans of Costco's famous hot dog and soda combo can rest easy for now, though. In May, Costco Senior Vice President Robert Nelson told investors that there were no current plans to increase the $1.50 deal, despite 'online rumors.'

The story notes that CEO Craig Jelinek has consistently said that the hot dog's $1.50 price tag will not change, and that he was once told by Costco founder Jim Sinegal, If you raise the [price of the] effing hot dog, I will kill you. Figure it out."

KC's View:

It is amazing - and a testimony to what Sinegal created all those years ago - how central to Costco's identity those food court prices are.  He was right - the price of the hot dog can't be increased, because that would signal something that Costco does not want to signal.