“But there’s a difference between donating to charity (something many companies do, almost by rote), and fully committing to a cause. “We started asking ourselves, What more can we do?” Shaich says. “I felt like, I want to put our bodies on the line.” What gradually became clear was that Panera could provide not just bread giveaways, but a more complete dining experience for those going hungry. That extra level of involvement—“putting bodies on the line,” to use Shaich’s words—made the effort bigger and more distinctive than a standard corporate charity program.”