What in the world is your problem with this? It's obvious you know nothing about how the pay-as-you-will stores work. Otherwise, you would move on.
There are 3 pay-as-you-will stores. (of 1500 total stores) Like everything else Panera does, they are being deployed slowly, and thoughtfully. Secondly, they are self-funding: Panera has created the mechanism, but it is community donations that provide for those who need to take advantage of reduced or free food. Here is a very succinct blog post on the results:
"Proving that people are basically good, the pay what you want Panera opened a year ago is steadily posting profits. The concept is simple, provide a restaurant where 100% of proceeds will go to charity but instead of charging set prices, the company suggests the regular retail price of the item, but you are free to pay what you want.
With signs such as “Take what you need, leave your fair share,” cashiers also tell people the suggested price. Early data showed that between 60% and 70% paid the full price, 15% payed more, and 15% paid less or nothing at all. Panera pinned its hope on people doing what the felt was best and it seems to be working. According to Panera, the store performs at about 80% percent of retail and brings in revenue of about $100,000 a month. The result is $3,000 to $4,000 a month above costs. The program has been such a success that Panera is considering building more such stores."