local animals, such as kangaroos in Australia, or Tex-Mex-style dishes like chilli con carne. The expansion and standardization of the hamburger has led to the creation of a price index that can be used as an economic reference between different countries known as the Big Mac Index. It measures the worth (in US$) of a burger in different parts of the world, allowing for the comparison of the purchasing power parity of 120 national economies in which McDonald's does business. American sociologist George Ritzer coined the related concept of "McDonaldization" in his 1995 book McDonaldization of Society. Another byproduct of the globalization of fast food was the creation of international competitive eating contests that involve contestants from many different countries. One of the best known is the Krystal Square Off, run by the fast-food chain Krystal and sponsored by the International Federation of Competitive Eating (IFOC), which has been held annually since 2004. Present day In the 20th century, the hamburger has appeared as the central topic in some books on the literature of culinary topics. An example of this is Fast Food Nation: The Dark Side of the All-American Meal, published by investigative journalist Eric Schlosser in 2001, that examines the local and global influence of the American fast food industry. An example of a modern variation of the hamburger is the so-called gourmet burger, which is made by haute cuisine chefs with patties that include luxury ingredients. One of the first such burgers was cooked in New York City by chef Daniel Boulud in June 2001, and subsequently sold for US$29 with loin, ribs Bres, canned black truffles, and a mirepoix of vegetables. The Manhattan restaurant "Old Homestead", one of the oldest steakhouses in the country, offers a $44 hamburger with beef-bred Japanese wagyū. An haute cuisine burger created by Richard Blais, a student of Ferran Adrià, was introduced in 2004 at a restaurant in Atlanta, where it is served with a crystal chain and a silk ribbon. In response to the haute cuisine take on the hamburger, others have created more humble versions. Alberto Chicote of Madrid makes homemade hamburgers in his kitchen, using Iberian pork along with homemade ketchup and mustard. In 1993, Max Schondor created a hamburger made of soy. In a 2005 episode of SpongeBob SquarePants, the adventurous title character visits Mr. Krabs's popular Krabby Patty burgers, where hamburgers figure prominently in the story.