Selling products by selling shared values

I found this new Panera Cares Community Cafe concept very inspiring.  Please note particularly:

“Three years after launching the first of five pay-what-you-want cafes, the suburban St. Louis-based chain on Wednesday quietly began its latest charitable venture that takes the concept on a trial run to all 48 cafes in the St. Louis region.

The new idea experiments with a single menu item, Turkey Chili in a Bread Bowl, available at each St. Louis-area store for whatever the customer chooses to pay. The new chili uses all-natural, antibiotic-free turkey mixed with vegetables and beans in a sourdough bread bowl. The suggested $5.89 price (tax included) is only a guideline. All other menu items are sold for the posted price.

Panera calls it the Meal of Shared Responsibility, and says the potential benefit is twofold: Above-the-cost proceeds go to cover meals for customers who cannot pay the full amount and to St. Louis-area hunger initiatives; and for those in need, the 850-calorie meal provides nearly a day’s worth of nutrition at whatever price they can afford.

“We hope the suggested donations offset those who say they only have three bucks in their pocket or leave nothing,” said Ron Shaich, founder, chairman and co-CEO of the chain and president of its charitable arm, Panera Bread Foundation.”

About Arie Goldshlager

Customer Insight, Customer Strategy, and Innovation Consultant
This entry was posted in Innovation, Shared Value. Bookmark the permalink.

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