Bread Ahead, a popular bakery located in London's Borough Market, has been informed it must cease operations at the market due to its success, according to founder Matthew Jones. Jones claimed the market's charity management told him to "wind down operations" because the bakery has become too popular and has expanded internationally.
Jones expressed his dismay on social media, calling the decision "devastating" and stating it would lead to the loss of 83 jobs in London. He founded Bread Ahead in 2013 after leaving school at 15 and working as a chef. The bakery has gained significant online traction through positive visitor reviews of its products.
In addition to its Borough Market presence, Bread Ahead has expanded its reach with outlets in the Middle East and Asia, including locations in Bangkok, Dubai, and Saudi Arabia. The company is also preparing to open its first United States location in New York in November.
"I don't understand this," Jones stated. "I thought being successful was the whole reason of opening a business in the first place." He added that he has built the business from the ground up without any loans. Jones questioned the decision to close a "thriving part of a local and international community" and vowed to do "whatever it takes" to protect his business and employees.
Bread Ahead also operates a Bakery School, established in 2014, which offers masterclasses on baking, including doughnuts and gluten-free products.
A spokesperson for Borough Market acknowledged the importance of their relationships with traders. "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. While confirming ongoing communication with Bread Ahead regarding their future at the market, the spokesperson declined to comment on the specific details of the tenancy, citing confidentiality. The market aims to ensure it "continues to evolve and thrive as one of London's leading food destinations where independent businesses can thrive."