The $4.99 Chicken Is a Hook — Here's the Math

Costco's rotisserie chicken costs more to produce than $4.99 — the CFO admitted a $30-40M annual loss to keep the price frozen. Here's the loss-leader math, and the one move to use it without getting played.

Each weekday at lunch, an accountant-meets-behavioral-economist reads one everyday receipt and shows you the pricing trick, the loss leader, or the fake fee hidden in plain sight.