“Reilly Newman, founder and brand strategist at Motif Brands, recently put it this way: [“Not raising prices] has worked for Costco and helped them become a beloved brand. Costco’s perception of great, quality deals has been strategically constructed throughout the years from $1.50 hotdogs to “treasure hunts” within the store,” and also noted that Galanti once said, “By the way, if you raised (the price) to $1.75, it would not be that big of a deal. People would still buy (it). But it’s the mindset that when you think of Costco, you think of the $1.50 hot dog (and soda).”
