When you see a person arriving straight from the airport, suitcase in hand, desperate to pay for your services, it almost sounds like a dream scenario for business owners. Yet, for Bread Ahead, this has become a frequent reality. Since its humble beginnings as a one-man donut stall in 2013, Bread Ahead has transformed into a bakery empire that has captured the hearts and taste buds of many, becoming an iconic stop in London food tours.
Ten years down the line, Bread Ahead boasts five London outposts, including two with large baking schools and one with its own tea room. Not stopping there, the bakery has expanded its reach to the Middle East with plans to launch 35 more outlets in the region in the next three years. However, the road to success for Bread Ahead was paved with failure, as founder Matthew Jones reveals that the bakery’s triumph was a result of the demise of his previous bakery business, Flour Power City.
Jones, a former London chef with an impressive resume working alongside renowned chefs such as Shaun Hill and Simon Hopkinson, recognized a gap in the market for beloved sweet treats at Borough Market. This bustling hub of foodies and culinary enthusiasts lacked the presence of delectable donuts that could cater to locals and tourists looking for quality baked goods. Driven by his passion for baking and a desire to be a part of the thriving food scene at Borough Market, Jones set out to establish Bread Ahead.
Initially, Bread Ahead faced its fair share of challenges, with Jones offering a limited range of baked goods and relying on his charismatic personality to draw in customers. However, his persistence and dedication eventually paid off, allowing him to experiment with new flavors and products that became a major draw for customers. Despite the initial struggles faced as a startup, Jones’s ability to connect with customers and create a vibrant atmosphere around the bakery played a significant role in its gradual success.
Overcoming Hurdles in the Business World
Running a successful business is no easy feat, as Jones acknowledges the difficulties in gaining credibility as a startup. From convincing suppliers and landlords to take him seriously to managing the challenges of fluctuating footfall at Borough Market, Jones’s journey with Bread Ahead has been marked by hard work and perseverance. Wholesale partnerships played a crucial role in sustaining the business during slow days, allowing Jones to maximize production capacity and keep the momentum going.
The shift towards leveraging social media platforms as a marketing tool has also been instrumental in Bread Ahead’s success story. Initially skeptical of the impact of social media, Jones’s attitude towards platforms like Instagram evolved as he witnessed the power of digital marketing in engaging with customers and driving foot traffic to the bakery. The exponential growth in Bread Ahead’s social media following during the pandemic highlighted the potential of online platforms in expanding the bakery’s reach and attracting new customers.
The success of Bread Ahead’s baking schools, offering workshops on various baking techniques and specialties, further underscores the bakery’s popularity and innovation in meeting customer demand. By providing educational opportunities and hands-on experiences for customers, Bread Ahead has cultivated a loyal following of baking enthusiasts eager to learn and engage with the brand. Looking ahead, Jones envisions a full global rollout for Bread Ahead, aiming to establish the brand as a household name across the world.
Bread Ahead’s journey from a one-man donut stall to a thriving bakery empire is a testament to the power of perseverance, innovation, and customer engagement in building a successful business. By staying true to its roots, adapting to market demands, and embracing new opportunities for growth, Bread Ahead has solidified its position as a beloved destination for quality baked goods and culinary experiences. As Jones continues to set his sights on global expansion, the future looks promising for Bread Ahead and its dedicated customer base. Through lessons learned from challenges and triumphs alike, Bread Ahead serves as a shining example of how passion, hard work, and creativity can pave the way for enduring success in the competitive food industry.