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下圖為Panera Cafe的Donation box
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The Panera Cares cafe that opened this summer in Chicago is going with a pay-what-you-want隨意付款 business model. The idea tried by others with varying success不同程度的成功模式 is to offer what the chain連鎖店 calls the Panera experience, regardless of how much a customer can afford負擔. The company sees its string of pay-what-you-want cafes as a way of tackling hunger in America解決美國飢餓的問題.
, reporter Niala Boodhoo has more. Chicago
NIALA BOODHOO, BYLINE: Laura Lamar has a morning routine: wake up, feed the dog and the cats, get dressed, then head to her neighborhood Panera cafe for coffee, where she expects to run into other regulars其他的常客 - in this case, Eivor, her across-the-street neighbor.
EIVOR: Laura and I come in here every morning for our coffee. Sometimes we are imbedded in埋在/沉浸 our reading書堆裡, and we just say hi. Other mornings we get into the food, which we both love very, very much.
BOODHOO: This Panera has been here for more than a decade. But earlier this summer, it changed formats改變經營模式. It became a place where patrons顧客 pay what they want. A number of for-profit companies營利公司 have charitable endeavors慈善義舉 - think of McDonald's and its Ronald McDonald house. But Panera essentially uses the same business model for its for-profit stores that it does for this location, called Panera Cares.一般公司都是透過正常經營模式，有盈餘之後再做慈善活動，不過這家咖啡簡餐館，連鎖店本身經營的模式就是非營利。讓顧客自己決定要付多少錢，店家賺到的錢，扣除經營所需之後，會全數捐出
Lamar's coffee used to cost $
1.79 a cup.
Now they tell her it's a suggested donation建議要付的錢. So now she just gives them $2 and tells them to keep the change不用找零.
LAURA LAMAR: You know it's just, what, 21 cents. It's not going to make a difference in my life, but it might help somebody else.對我來說沒差，可是這些餘額(零錢)卻可以幫到其他人 And if everybody just gave an extra quarter or 50 cents, it would make a difference.
BOODHOO: There's a donation box where the cash registers used to be. This is the fourth Panera Cares in the country, and
is its biggest market yet. Panera doesn't track it exactly並不會嚴格追蹤, but they say roughly 20 percent of Panera Cares
customers give more than they're asked. Another 60 percent donate the suggested
amount, and the rest pay little or nothing. Chicago
RON SCHAIK: They feel like any Panera cafe in
they don't feel the least bit different. America
BOODHOO: Ron Schaik is the co-founder and co-CEO of Panera Bread Company. He's also president of the Panera Foundation, which runs this cafe. Schaik sees these cafes as a way for them to help the community and to raise awareness提升意識 about middle-class food insecurity中產階級對於溫飽的不安全感(美國經濟變差之後，太多中產階級因此失業，從過去的富足生活變成可能挨餓的一群窮人，許多人普遍對大環境以及溫飽感到不安).
Panera, the corporation公司/企業, takes existing locations - a deliberate choice, because the company knows the store's history - then donates the entire setup to the Panera Foundation. The money people pay for the food and coffee covers operating costs營運支出. This is a fairly unusual model for a for-profit company.
ROBERT GERTNER: It's very rare that you see situations where company's charitable activities are a nonprofit version透過非營利的經營方式去做慈善, if you like, of what they do.
BOODHOO: Robert Gertner is a deputy dean at the
's Booth School
of Business. He says this model is hard to do well很難成功. He points to Ben and Jerry's, which has had a similar effort for decades.
The ice cream company created partner shops, where they waived the franchise fee不收連鎖店費用, which was then run by local non-profits. University
GERTNER: And that was, at best, a mixed success.
BOODHOO: Ben and Jerry's, at one time, had more than a dozen partner shops. Today, it has only three. Gertner isn't surprised.
GERTNER: I think it's something of a challenge to make it work well. I think we'll see whether it does work for Panera Cares.
BOODHOO: Gertner thinks Panera has a better chance of this succeeding because the typical customer there is more likely to be able to afford and support a nonprofit cause. It may even inspire more loyalty from customers and employees激發顧客與員工的忠誠度, who feel like they're making a difference. And he says people are always more likely to give toward an immediate, easy-to-understand need有急迫性且容易了解的需求, like providing a meal.
So far, like the other locations, Panera says this cafe is getting enough donations to be self-sustaining自給自足地持續經營下去.For NPR News, I'm Niala Boodhoo, in Chic