Bread Ahead, a one-man donut stall turned bakery empire, has become a staple in the London food scene since its inception in 2013. Known for its delectable sweet treats, Bread Ahead has drawn in locals and tourists alike, with its flagship store at Borough Market selling over 1,000 Crème Brulee donuts in a single day. What began as a humble endeavor has now expanded to five locations in London and four in the Middle East, with ambitious plans for further growth in the coming years.
Founder Matthew Jones traces his journey back to his days as a chef in the Michelin-starred restaurants of London. A desire to bring quality baked goods to Borough Market led him to establish Bread Ahead, but the path to success was not without its challenges. Starting with a limited range of products, Jones focused on perfecting classic flavors and engaging with customers to create a buzz around his brand. It was his perseverance and unwavering dedication that eventually paid off, allowing him to experiment with new flavors and products that have become a hit among customers.
Jones admits that the journey of building a successful business was not easy. Initially, suppliers, banks, and landlords were hesitant to take a chance on the budding bakery, but with time and hard work, Bread Ahead earned the recognition it deserved. Wholesale proved to be a crucial aspect of the business in its early days, helping to maintain momentum during slow periods. Despite the challenges, Jones remained committed to his vision and put in the long hours necessary to see his dream come to fruition.
In an age where social media plays a pivotal role in branding and marketing, Bread Ahead has leveraged platforms like TikTok and Instagram to reach a wider audience. What started with skepticism from Jones about the value of social media transformed into a powerful tool for connecting with customers and expanding the brand’s reach. With over 357,000 followers on Instagram, Bread Ahead has seen a surge in popularity, especially during the pandemic when thousands of new followers were gained daily.
The success of Bread Ahead’s baking schools further highlights the brand’s appeal and commitment to customer satisfaction. By offering a variety of workshops, from donut making to gluten-free baking, Bread Ahead has tapped into the curiosity of its customers and provided an immersive experience that keeps them coming back for more. Jones attributes their success to simply giving people what they want and creating an environment that fosters learning and engagement.
Despite the challenges of running a successful business, Jones remains focused on expanding Bread Ahead into a global brand. With a vision for a full global rollout, he is determined to take the brand to every corner of the world. The daily influx of eager customers walking straight from the airport with suitcase in hand is a testament to Bread Ahead’s popularity and enduring success.
The story of Bread Ahead is one of triumph, perseverance, and dedication. From its humble beginnings to its current status as a thriving bakery empire, Bread Ahead has captured the hearts of food enthusiasts worldwide. As they continue to innovate, expand, and reach new heights, Bread Ahead serves as an inspiration for aspiring entrepreneurs and a beacon of success in the culinary world.
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