(Incomplete) BigMac Index for the Caucasus

As with the iPod, pricing may be driven by maximising the margins, not by the actual basket. MacDonald’s in both countries is an upmarket product. In Russia and Ukraine it plays to the mass market and is priced accordingly.

Scale will also play a role: with few restaurants in the Caucasus, McDonald’s does not enjoy the advantages of scale. On that level, the index underlines that the local cost of doing business still is higher than it will be in Poland, Ukraine, Russia or Hungary.

Comments welcome.