Although Costco is known for its reasonably priced food court items, it has recently come under fire for the launch of its new product: a $9.99 roast beef sandwich.
The price of the $9.99 roast beef sandwich is equivalent to the cost of six or nearly seven Costco hot dogs, as well as the price of a full pizza or two rotisserie chickens, which are popular items from the department store chain.
Some buyers have criticized the price discrepancies and have used the Reddit forum platform to analyze the costs. Since then, the Reddit post where this discussion is taking place has gone viral with more than 500 comments, according to information from Yahoo.
“I think this could be a market test to see if people will buy more expensive food court items,” said one Reddit user.
One other user opined that the price of the sandwich would cause a backlash and would likely be removed from the menu.
A third user noted that if the price increase spreads to other bulk items on Costco’s sale, the chain could lose customers.
This user mentioned that if the costs of the roast beef sandwich affect the prices of other items in the food court, especially hot dogs, customers might choose to shop at other stores like 99 Ranch, Lotte, H-Mart, Food Lion , Harris Teeter, Lidl or Aldi.
As Business Insider reported, this wouldn’t be the first time a food court product has failed due to price.
Users recalled when Costco introduced a Shake Shack-style burger in 2017 that cost $4.99, a price that customers didn’t like.
The burger was promptly rejected, which may also become the fate of this latest sandwich.
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