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Big Mac = Invalid international index Posted by Bill Homer [Email] (#3427) [Profile/Gallery] (more from Bill Homer) on Fri, 11 Mar 2011 10:49:48 In Reply to: Purchasing Power Parity, EGD [Profile/Gallery] , Thu, 10 Mar 2011 15:29:28 Members do not see ads below this line. - Help Keep This Site Online - Signup |
I worked/lived in Brazil in the early 1990s, when inflation there was 5000% per year. Getting paid in US dollars and having dollars to spend had me living like a king; locally produced goods were very cheap in dollar terms. One notable exception that I found was my sole encounter with food at McDonalds, which was cleverly marketed in Brazil as a "foreign luxury product" - a little piece of Americana - and expensive relative to other food that was available elsewhere, i.e. I recall buying a complete small roasted chicken in a local chain ("Galitos") for a similar price. If their market positioning has not changed, then equating a Big Mac priced in Reals vs. Dollars is completely invalid. The Real has appreciated vs. the dollar in recent years, but for the Real to be ranked second on The Economist's list behind Switzerland due to Big Mac pricing is completely off base.
Note that my experience at McD in Brazil was limited to one visit over an Easter weekend (everything else was closed), which also provided me with my sole experience with food poisoning - a bit ironic.
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