Bread Ahead rises again: Bakery secures future at Borough Market but owner says ‘trust is gone’

Bread Ahead owner Matthew Jones Bread AheadHolly Bishop, Entertainment & Lifestyle Reporter2 minutes ago COMMENTSNews Briefings

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The owner of Bread Ahead has revealed its future is secure at London’s Borough Market.

The popular bakery, which has operated out of the iconic market since 2013, made headlines last month when its owner, Matthew Jones, announced the business was being kicked out of its home, saying it had become “too successful”.

Mr Jones told The Standard in September that its contract was not renewed following the company’s international growth, with the business set to open a New York site next month.

Bread Ahead first opened its doors in 2013bread again“It’s tall poppy syndrome,” he said, adding: “I thought that being successful was kind of the whole purpose of opening a business.”

Now, six weeks later, Mr Jones has revealed that Bread Ahead and Borough Market have come to an agreement which means “we won’t be leaving anytime soon” after the October 17 deadline to leave the site was extended.

He explained that his first reaction learning the news was relief for his 83 members of staff, many of whom have worked at Bread Ahead for over a decade.

Mr Jones told The Standard that the ground floor area, where they sell their pastries, donuts, sourdoughs, coffee and more, has been extended to a longer-term lease, whilst their mezzanine area, where they conduct cookery and bakery classes from, has been extended by 18 months.

“ Which is enough time at the end of the day,” he said, although he stressed a longer lease would have been a better outcome.

“I’m still sort of at a loss for it as to why we would ever have to move,” Mr Jones said, stating that he believes there is a “cull” going on at the market and that he believes more businesses will soon be forced out of the premises.

“ There will be a bit more disruption to come, but at least we can manage it.”

Mr Jones said that he believes that London landlords often fail to take into consideration loyalty of their tenants.

Bread Ahead serves a range of sweet pastriesBread Again“If a business has been in place for, you know, 15 years then the general consensus would be to just to leave it alone.”

Mr Jones also explained that whilst public reaction to their plight to be saved was initially overwhelmingly positive, it soon “went downhill”.

“We’ve got our fans, of course, the heroes, and they love what we do. But there was a lot of people who were like, ‘Yes, you should move aside and make way for a new business.’”

“Honestly, it’s just mad. ‘Bread Ahead is blocking new businesses from surviving’. It’s like, ‘No, no, no. There’s loads of empty spaces around’. If you’re an entrepreneurial person, you will always find a space.”

He added: “All of a sudden, you’re just getting attacked for being successful, and it’s just really strange.”

Reflecting on the future, Mr Jones said that whilst Bread Ahead will eventually leave Borough Market, he can relax knowing the time pressure has been removed. “I do consider 18 months a pretty long time really. A lot can happen in that time.”

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However, he said that the “trust is no longer there” between his company and the market.

“So the only option I’m really left with is just to keep pushing forward,” said Mr Jones, who explained that Bread Ahead is opening its first site in New York next month.

“ So a message out there to other businesses in the UK at the moment, if you are one of the few people that are having, you know, your moment of success, good, good for you. And keep going.”

The Standard has reached out to Borough Market for comment.

A spokesperson previously said: “Our relationships with traders are really important to us, whether they’re actively trading or as part of our alumni of success stories.

“No matter how long businesses are with us for, we value their contribution to making Borough Market what it is.

“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.”