"I came to [Jim Sinegal] once and I said, ‘Jim, we can’t sell this hot dog for a buck fifty. We are losing our rear ends.’ And he said, 'If you raise the effing hot dog, I will kill you. Figure it out.' That’s all I really needed. 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)."