NON PROFIT RESTAURANT?

This is the most ridiculous thing I have ever heard.

The St. Louis-based Panera Bread Co. opened the first (of what they hope to be many) “pay what you want” restaurants, where customers are told to donate what they want for a meal, whether it’s a penny or $100.

This in a world where people think nothing about paying for their coffee from the tip/give-a-penny jar. I can guarantee that it wasn’t anyone who actually worked in the restaurants who came up with this idea.

Ronald Shaich, Panera’s CEO explains:

“The pilot restaurant is run by a nonprofit foundation. If it can sustain itself financially, Panera will expand the model around the country within months. It all depends on whether customers will abide by the motto that hangs above the deli counter: “Take what you need, leave your fair share.”

OK, for one thing, this is in Clayton, MO., a high-end suburb of St. Louis, where the people aren’t really watching their pennies as much as, say, East St. Louis, where the actual need might be more prominent.

While I agree that there are some people who would want to pay, the majority are going to want to take full advantage of the free food. Perhaps placing these non-profit stores in richer suburbs is part of a marketing strategy that will “guilt” patrons into paying a lot, but then the people who really need the food will miss out.

My economist boyfriend explains that this system is more in line with classic economics, where the buyer sets the price. However, my experience working in the food industry tells me they ain’t going to last.

It seems to me that if Panera is concerned about charity, they would do better just to donate food to a shelter or open a soup kitchen of their own.

c. 2010