I assume that Macdonald's prices based on perceived value. If you go to Asia, McD’s has a much higher perceived value - and McD’s knows this and does multiple product launches every year, often catering to local tastes.

So I’d assume that consumers in the US or Europe don’t value a Big Mac the same was they do in Asia and as such the pricing differ (i.e. they can price higher in Asia).

Annual revenue: $23.22B Profit margin: 32.49%

And that's ignoring the fact that a lot of the revenue and profit go to franchisees, and never make it to the corporate level to be reflected in those numbers.

There's no assumption necessary. Clearly a whole lot of people still like McDonald's.