Costco's CEO and the company's beloved hot dog, Ron Vachris, have joined the trend of fast food CEOs sampling their brands' food on social media. The trend was started by McDonald's CEO Chris Kempczinski, whose lackluster taste of the new Big Arch burger was widely shared online. Since then, other chains like Burger King and Dick's Drive-In have also put their CEOs on the test. The public has praised Costco for maintaining its hot dog meal deal price steady, despite inflation and other economic pressures raising the cost of commodities across the U.S. The brand has also partnered with content creators to promote its executive membership upgrade, which costs $130 annually.