during hard times. panera cares, the cafe panera bread and this week its big idea is pay what you can. panera pay what you can. they run five cafe nationwide and the newest will open up in boston. let's bring in the ceo, ron, thanks for waiting patiently for me. it's a big deal, explain how it works. >> a lot easier to discuss than gun control. it really is easy. you know, these are community cafe, we built the cafe, spent a million dollars to build it. put it in a nonprofit foundation. it exists as a gift to the community, it's responsibility is to sustainiits when you walk are welcome to take what you want and pay in a donation box.