A Brazilian Restaurant Took Up The Cause Of Gender Inequality – Strategy With RS

If you visited Ramona restaurant in Sao Paulo, Brazil, in April’15, then you would be in for a ‘surprise’ – pleasant – if you were a lady & unpleasant if you were a gentleman.

The restaurant presented its patron with Menu card appropriately titled ‘The Unfair Menu’, because it explicitly stated that men patrons would be charged 30% more as compared to women patron for the same item.

No doubt this ‘unfair’ discrimination infuriated the male patron. Many refused to pay.

This Unfair Menu was created by Ramona Restaurant to highlight the unfair salary gap that is widely prevalent in Brazil, between men & women – men are paid 30% more as compared to women for the same job. The restaurant wanted to highlight this blatant discrimination.

The gender inequality is not restricted to Brazil; it exists in most parts of the world.

McKinsey Global Institutes, did research on this aspect & presented in a report titled, ‘The Power of Parity: How advancing women’s equality can add $12 trillion to global growth’. The findings lays bare the disparity prevalent between men & women across the globe. I am taking the liberty of sharing a graph from this report – referenced above.

BTW do look were India stands in the graph referenced too.




In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here