Panera

Panera's pay-what-you-want store made MORE per customer than fixed pricing

Shaan relays from the operator who ran Panera's pay-what-you-want experiment (in Missouri): over a year, average checkout rose from about $9 to $12 because most people pay the recommended price and generous customers more than offset freeloaders.

“And what they found was that if the average checkout at the time, I think, was like $9, uh, at Panera At the pay-what-you-want thing, it was $12, and they were making— they were making more money per customer on the paycheck because he said the majority of people will do the recommended, and some people are generous and some people are sort of freeloaders.”