Bread Ahead has launched a hunt for franchise partners in Greater London as it aims to open around 20 new shops over the next two years.
The bakery brand, which began as a market stall in Borough Market in 2013, recently opened its eighth site in London, and has 12 bakery and pop-up franchises across the Middle East including in Dubai, Abu Dhabi, Riyadh, and Jeddah. It is set to continue international expansion in 2026 with new franchises opening in Bangkok next month, Manila in June, and a flagship store in New York City in the summer.
Bread Ahead founder Matthew Jones recently revealed that his company was now looking for new franchise partners across the capital to help grow the brand further. “All our data shows that around 50% of our customers are based in Greater London,” he told British Baker. “It makes sense for us to concentrate here first, ensuring we continue to satisfy our core audience.”
However, Jones noted that location matters. “We work best in places with energy,” he wrote on LinkedIn. “Strong footfall, the right customer mix, and an environment that fits a premium bakery brand. That can mean high street locations, transport-led sites, lifestyle destinations, neighbourhoods with strong daily trade. Retail environments where quality food wins.”
As well as stating an ambition to expand Bread Ahead’s London estate by around 20 shops via a franchise model, the founder also revealed it would be supported by a new larger production facility, although it has yet to reveal any further details on this.
“At first glance, Bread Ahead might seem small, but under the hood, we’re a powerhouse,” expressed Jones. “Our franchise model allows us to bring our products and ethos to more people efficiently.”
Bread Ahead is known for its indulgent doughnuts such as the freshly torched Crème Brûlée variant, which sells more than 4,500 across London stores alone. Its core menu also includes pastries, sourdough breads, and New York-inspired sourdough pizzas. “Seasonal and special-occasion items are refreshed regularly to keep the menu exciting and dynamic,” said Jones.
Franchise locations are to offer the full range, with some sites to introduce a breakfast menu featuring items like eggs benedict and club sandwiches.
When questioned on how standards would be maintained by franchisees, Jones commented that “training is our ace in the pack”. Last year, over 20,000 people went through Bread Ahead classrooms including in Borough Market, Wembley Park, and four more in the Middle East. “Teaching and training are second nature to us, and we’ll carry this expertise into every franchise to maintain the same high standards,” he said.
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