Matthew Jones, founder of the bakery chain Bread Ahead, has claimed that his stall at London's Borough Market is being forced to close due to its overwhelming success. Jones alleges that market officials told him his bakery was "too successful" and that expanding internationally, as Bread Ahead plans to do with a new New York location, violated market policy.
Bread Ahead has operated at Borough Market since 2013, selling items like doughnuts and sourdough. Jones stated that the market cited a lack of space for such a popular vendor as another reason for the eviction. "Does that mean that every business in the market that gets successful has to leave?" Jones questioned in comments to the Daily Mail. "If you don't run a business well you are going to fail, but if it is successful - like mine has been - then you will be punished for it."
Jones, who founded Bread Ahead after leaving school at 15, expressed concerns about the broader business climate in Britain. "It gets less attractive to run a business [in Britain] by the day," he said. He estimated that relocating the shop could cost up to £800,000 and potentially put the jobs of its 83 employees at risk. Jones accused the market of engaging in "tall poppy syndrome," a phenomenon where successful individuals or entities are criticized or ostracized.
Bread Ahead is scheduled to open its first U.S. location in New York in November, adding to its existing international presence in Asia and the Middle East. The bakery also operates a school and an initiative to teach children baking skills.
A spokesperson for Borough Market 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 added that its aim is to "ensure Borough Market continues to evolve and thrive as one of London’s leading food destinations where independent businesses can thrive."
The report also highlighted the impending closure of Maria's Market Café, another long-standing business at Borough Market, whose lease has also not been renewed. Hospitality industry challenges have been exacerbated by recent policy changes, including an increase in employer National Insurance contributions, which UK Hospitality chief executive Allen Simpson has described as a significant contributor to job losses in the sector. Further concerns have been raised about potential job losses in hospitality due to proposed "tourist tax" measures in England that could increase holiday costs.
