But, first at the helm of Au Bon Pain, and then as the founder of Panera Bread, Ron Shaich managed to create an entirely new category of dining between fast food and table service and then dominate that market in the United States. And this friend of mine looked at me and said, “Ron, what would you do if Panera owned Au Bon Pain, Au Bon Pain International, and the manufacturing business?” ALISON BEARD: That’s Ron Shaich, founder and former CEO and chairman of Panera Bread, an author of Know What Matters: Lessons From A Lifetime of Transformations, which HBR published.