That was the founder, mid-audit at his own Congo Mart. The October 20, 2026 Pepsi margin check put the whole beverage set under the store’s own formulas — and the 12-packs didn’t survive it. Pepsi and Mountain Dew 12-packs were selling at $10.99 against an $8.78 cost — a 20% margin, in a store where soda is priced to a 40% target.
The $10.99 wasn’t a decision anybody made. It was Pepsi’s suggested retail, sitting on the shelf untouched while costs moved around it. The fix — $11.99 on every 12- and 15-pack in the building — was proposed the same day, approved by the owner, and the price job is running.