The value of a social conscience? A loaf of bread.

Panera CEO Ronald Shaich opened up the first nonprofit branch of his 1,400-plus location restaurant chain in Clayton, Missouri, in 2010. At the time some thought his pay-what-you-want model, in which customers could simply take free food if they needed it, would be a disaster, especially in the midst of America's hardest economy in decades. Early indications, however, were that Shaich's idea, officially called the Panera Cares Community Café, might succeed. Now, one year later, people are certain: The free Panera is a hit.