Bread Ahead, a popular London bakery, has been informed it must leave Borough Market because it has become "too successful," according to founder Matthew Jones. Jones claims the market's charity management told him to "wind down operations" due to the bakery's popularity and its international expansion.
Jones described the decision as "devastating" and stated it would result in the loss of 83 jobs in London. He expressed disbelief, questioning why a thriving business would be asked to leave. "I thought being successful was the whole reason of opening a business in the first place," Jones said in a social media post.
He founded Bread Ahead in 2013, building the business from scratch over 30 years of culinary experience. The bakery has gained a significant following, partly due to positive online reviews. In addition to its market stall, Bread Ahead operates a Bakery School, established in 2014, which offers classes on bread-making and other baking techniques.
The bakery is also preparing for international growth, with plans to open its first U.S. location in New York in November. The company already has outlets in the Middle East and Asia, including in Bangkok, Dubai, and Saudi Arabia.
A spokesperson for Borough Market acknowledged the importance of their traders but stated that decisions regarding lease renewals are made through a formal process and communicated in advance. "As a responsible landlord, our decisions around lease renewals are made through a formal process and communicated to the trader well in advance of the expiry date," the spokesperson said. "We continue to be in contact with the Bread Ahead team about their future at the market, but as discussions relating to individual tenancies are confidential it would not be appropriate to comment on the specific details of this case." The market aims to "ensure Borough Market continues to evolve and thrive as one of London's leading food destinations where independent businesses can thrive."