The central banks' reindeer moment

The central banks can no more use quantitative easing to raise prices than Domino's can use reindeers to deliver pizzas, says Merryn Somerset Webb.

Bad news for Domino's Pizza in Japan. The firm decided to celebrate Christmas in Hokkaido where very heavy snow is forecast this year by having its pizzas delivered by reindeer. It hasn't quite worked out as planned. The animals keep wandering off the roads into fields (they prefer to walk on grass and snow) and, according to the Japan Times, they simply cannot be trained to "stop in front of a customer's house". What seemed like a good idea (use an animal that is supposed to be good in snow to deliver in snowy times) just isn't working out quite as planned: Domino's is replacing the real reindeer with "reindeer-themed scooters."

The world's central bankers will sympathise: they too have had a problem (no inflation). They too have found a tool that looks like the perfect solution (super-loose monetary policy). And finally they too have found that it just doesn't work as they thought it would: the world hasn't seen much real deflation since 2008 but endless rounds of QE haven't given us much in the way of growth or inflation either.

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Merryn Somerset Webb
Former editor in chief, MoneyWeek