Costco's food court menu is usually a little controversial due to the reintroduction of items such as churros, pizza, sandwiches, and the chain's $1.50 hot dog deal. The food court drives traffic, builds loyalty, and keeps customers engaged. However, critics argue that Costco’s food court items are a ‘loss leader’ that deliberately charge below cost on certain items to draw customers into the store and retain their loyalty. The company compensates for the loss by charging a little more for other items in the store. Costco's CEO, Ron Vachris, has been supportive of the hot dog combo, stating it will not change as long as he is around.