If you love Panera Bread, you might love them even more now! Panera Cares Community Center opened in Chicago this week. It's their fourth location that allows patrons to pay-what-you-can, i.e. sliding scale + donations encouraged from those who can give! The Panera Care cafe is located in Lakeview, 616 W. Diversey Pkwy, an area largely occupied by young professionals (read: yuppies). The rationale of choosing this site is because of the right mix of fairly affluent and needy population.
I can't help but to think whether this kind of operation will work in other countries, like China or Indonesia (where I'm from). My first thought is that it will be greatly welcomed by all. But whether the more affluent population will be gracious enough to pay more than the price on the board is highly doubtful. I wouldn't be surprised that many will take advantage of this charitable act and apply the "why-pay-unless-you-have-to" mindset. Unfortunately, the honor system does not work well in many Asian countries.
Don't believe me?
Here's what IKEA in China had to deal with when they decided to offer free coffee and a place to chill:
"They [senior citizens] sit for hours in the cafeteria, leaving behind orange peels and egg
shells they have picked off boiled eggs brought from home.
Occasionally, security guards intervene to try to keep order."
"As culture and commerce intersect, some unusual behavior has emerged.
And older folks aren't the only troublemakers. Young people, often with
kids in tow, plop on chairs to watch videos on their smartphones. People
aren't shy about kicking off their shoes and tucking into display beds
for a nap."
I can see why this is so: If all your life you've had to fight to survive, then being charitable is the last thing in your mind. Maybe, as time goes by, a new generation of a growing middle class that's better educated will be more charitable and respectful in nature?
What I know for sure is that marketing in Asia is going to be quite the challenge for me! Bring it on!!!
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