Opening Bell
On Reflection: On Brand
What's the top brand in Seattle? Think hot dogs and chicken
By Rob Smith July 9, 2023
This article originally appeared in the July/August 2023 issue of Seattle magazine.
Maybe it’s the $1.50 hot dogs. Perhaps it’s the $4.99 rotisserie chicken. Or other fast-selling items such as bacon, gas, or toilet paper.
Whatever it is, Issaquah-based Costco is among the best-known brands in the United States. The warehouse retailer — it operates 33 stores in Washington, 848 worldwide and boasts 123 million members — ranked No. 2 in the latest Axios Harris Poll 100 that examines how consumers view the country’s top brands.
Costco was one of only 11 brands nationwide that received scores of “excellent.” Amazon did as well, ranking No. 8. Other Seattle-based companies on the list are Microsoft, Nordstrom, and Starbucks.
The annual Axios Harris 100 poll measures several dimensions of a company, including consumer trust, ethics, products and services, and culture.
Outdoor apparel retailer Patagonia, which operates 15 stores in the Seattle area, ranked No. 1.
Costco scored another win earlier this year, ranking as the top general merchandise retailer in the annual American Customer Satisfaction Index. Scores are based on data from interviews with roughly 5,000 customers. Nordstrom and Amazon also made the list.