Costco’s steadfast refusal to raise its iconic $1.50 hot dog and soda combo price drives the market’s overwhelming “No” consensus. Executives, including CEO Ron Vachris, have repeatedly reaffirmed the decades-old pledge in earnings calls and public statements through 2026, framing the combo as a core symbol of member value amid broader food inflation. Recent minor hikes to other food court items like the chicken bake underscore that the hot dog remains deliberately protected, echoing its legendary status in retail lore. While a sudden leadership shift or acute cost crisis could theoretically force a reversal before 2027, the company’s consistent messaging and historical resistance make such an upset highly improbable in traders’ eyes.