Fewer choices. Bigger packs. A reason to renew. PriceSmart took the warehouse club south - and built a business around the discipline of leaving things out.
A warehouse full of bargains runs on a surprisingly small menu. Costco turns that restraint into buying power, then asks members to come back for another year.

The former finance chief running BJ’s Wholesale Club has a deceptively ordinary assignment: give people a reason to return. His working materials include strawberries, digital coupons, and a very large jar of peanut M&M’s.

He started at Price Club in 1982, driving a forklift. Four decades later, Ron Vachris is running Costco with a working knowledge of the warehouse floor - and a close interest in what ends up in the cart.
His grandfather helped invent the warehouse club. His father built PriceSmart. Now David Price is taking the family’s bargain into a new market, with a familiar obligation: make membership worth paying for.

For a family of four, the basic membership can pay for itself with modest monthly savings. The real risk is not the fee - it is buying more than your household can use.