In just under ten years, Bread Ahead has become a popular destination for locals and tourists alike, offering some of the best sweet treats in London. With over 1,000 Crème Brulee donuts sold in a day at their flagship store, the bakery has expanded to five locations in London and four in the Middle East, with plans for 35 more in the region in the next three years.
Founder Matthew Jones, a former London chef, initially started Bread Ahead after failing with another bakery business. His passion for donuts and the lack of them at Borough Market inspired him to open the first Bread Ahead location to offer locals and tourists a taste of the best food and drinks in London. While the bakery was not an overnight success, Jones’ hard work and perseverance paid off, allowing him the opportunity to experiment with new flavors and products.
Jones credits social media for much of Bread Ahead’s success, with over 10,000 followers on TikTok alone. The brand’s popularity soared during the pandemic, resulting in thousands of new followers daily. Jones initially doubted the power of social media but now recognizes its impact on the business, with new product launches leading to lines of 200 people at the Borough location.
Bread Ahead’s baking schools have also been a hit, with workshops selling out immediately upon launch. From donut workshops to gluten-free baking classes, Bread Ahead offers a variety of hands-on experiences for its customers. Jones believes the key to the bakery’s success lies in giving people what they want and providing a space where they can learn about different baking techniques and ingredients.
Despite the challenges of running a business, Jones has ambitious plans for Bread Ahead’s future, aiming for a full global roll-out and becoming a global brand. With daily customers arriving straight from the airport eager to pay for their services, Bread Ahead has proven itself to be a successful and iconic bakery in London. Through hard work, perseverance, and giving customers what they want, Bread Ahead has established itself as a top destination for sweet treats in the city.
