NEW YORK – With the fast-food breakfast war going steady, don’t expect Panera to jump into the fray. CNBC spoke with Ron Shaich, founder, CEO and chairman of Panera, who said that his basic thesis is that when a war is raging, “don’t get trampled by the elephants…Don't try to beat them. Be who you are."

Shaich said that Panera isn’t competing for the same type of customers McDonald’s and Dunkin Donuts are, two leaders in the fast-food breakfast space. 

"These guys are all competing for this very broad mass market, which is essentially very much focused on price and speed," he told CNBC. "We're focused in a different niche, which is a higher-quality experience and a less time-sensitive experience."

And despite the increasing focus on the breakfast daypart, Shaich said Panera hasn’t made a decision to concentrate on those hours, noting that 80% of its volume comes after 11 am.