Earlier quoted context omitted.
The reason it's so negative is because it already notes that prior research showed consumer responsibilization doesn't work. Shaich might see himself as good-minded, even volunteering as cashier, but he comes off more as misguided (what with his Ted Talk enthusiasm) and out of touch (note the vast gap between the customers and this man who made $2 million that year). I'm not sure why you expected some bland analytica…
The only research this article cites is a 2017 study that looked at Panera Cares itself. You can hardly fault the Panera CEO for trying when his efforts are what allowed the research to be done in the first place.
[0]: Here's the paper: https://journals.sagepub.com/doi/abs/10.1177/205157071454056...