Panera Bread giving away free food to those in need and those not in need?

Panera / St. Louis Bread Co. has decided to get some free publicity by opening a socialized Restaurant where you pay on the honor system. They have "suggestions" for prices. You can pay the suggested price or less or more or nothing at all. The implication being that those who can afford it should put extra money in so Panera can take the credit for feeding poor people on Yahoo News. Theres already crazy people spouting how all businesses should be forced to operate like this. Are they just trying to help or are they stirring up an already controversial situation (socialism) in order to make themselves look good and gain business?