Panera Bread has been making headlines for attempting a rather bold experiment—nonprofit restaurants. The idea is to create a regular Panera bakery cafe, but to allow diners to pay what they want for food and beverages. Those who can’t afford the prices are able to dine well for a low cost. Those who can afford retail can pay that, round up or even pay extra. Profits, if there are any, will go to charity. So far, except for the occasional freeloader, the experiment appears to be working.

Panera Chairman Ron Shaich has said he wants to take philanthropy and community involvement “beyond writing checks.”

The Panera experiment is reflective of our fifth rule of Reputation Management here at Charleston/Orwig, “What you do is more important than what you say.” As the old adage states, actions speak louder than words.

More and more, businesses are realizing that corporate social responsibility extends beyond just giving money. It’s critical to look at your impact on the world, what the world needs and then to assess what you can do to make a positive difference. Panera, it seems, is doing just that.