Picture the scene. It’s 7 pm on a Friday night on Avenida Paulista, the iconic São Paulo street often referred to as Brazil’s answer to Times Square. You see a queue snaking up the sidewalk and walk up for a closer look.
What could it be? Is this the line for a sold-out concert? No. Maybe there’s a problem with the subway, and people are queuing to get in? No, not that either. Is the world’s greatest chef offering a free dinner to their first one hundred customers? No, but you’re getting closer.
The global fast-food chain has...