What’s your bacon?

I recently read a 2025 Wall Street Journal interview with the CEO of Costco, Ron Vachris, who has spent more than 40 years with the retail giant. In the interview (at the 5:15 mark), he talks about his experience of being the final arbiter of what products get sold under the Kirkland brand. A buyer once brought him a bacon, egg, and cheese sandwich that the buyer felt matched the national brand. But Vachris sent it back, asking, “How can we exceed the national brand on the bacon involved in that?”  He observed that, to the consumer, bacon was the “highest value attribute” in the product.

The Costco buyer came back with a sandwich that had 40% more protein, and Costco was still able to maintain their desired price point.  The most important decision criteria for Vachris is the highest-value-attribute test. Vachris argues that it’s not necessary to beat competitors on every ingredient in the Kirkland product. Instead, find the one attribute customers value most and then overdeliver on it.

I’ve always been a big believer that the most effective organizations build first upon their strengths when considering expansion and new asset development opportunities. My counsel to clients when thinking about the development of new assets has always been to consider this simple statement in their planning:

This current destination or attraction asset PLUS ______ would make us an even better place to visit. 

What do your visitors and guests consider to be your “highest value attribute”? How can you make it even better (i.e., adding 40% more protein to it)?

What’s your bacon?