Recently, there was a stir on social media with the fast-food CEOs' Taste Test. It all started when Chris Kempczinski from McDonald's tried to taste their burgers but it was forgettable; people mocked how unnatural it looked. But while that was happening, Ron Vachris from Costco posted a video that was completely different. The guy appears in the Costco food court, grabs a hot dog with his soda, and eats it like it's nothing, with all the naturalness in the world. In the video, he says that the $1.50 hot dog won't change price as long as he's there. That contrast is what blew up on social media.

What’s interesting about Ron Vachris is his background. He’s not a CEO who came out of nowhere. This guy started in 1982 as a forklift operator at Costco and has been working his way up for over 40 years. He’s gone through warehouse operations, regional supervision, corporate management, until he reached general management in 2024. Ron Vachris represents that leadership model that comes from within, that knows the business from the ground up. That’s why his video feels so authentic compared to others; he’s not pretending, he genuinely lives the company.

After the controversy with McDonald's, other CEOs jumped on the bandwagon. Tom Curtis from Burger King posted a video 24 hours later trying the Whopper, eating it eagerly, licking his fingers—completely different from Kempczinski’s video. Even executives from Wendy’s, Buffalo Wild Wings, A&W, and Jack in the Box joined the trend. The funny part is that even airlines like Ryanair and brands from other sectors took the opportunity to make their own videos. But the one who stole the spotlight was Ron Vachris with his genuinely authentic attitude. While other CEOs were trying to look cool, Ron Vachris simply ate a hot dog like any Costco customer, and that’s what resonated with people.