Bring Bread Ahead

to your market

A premium London-born bakery and bakery school brand, built on quality, education, and community.

For experienced, well-capitalised multi-unit operators seeking premium bakery café development rights in selected markets.

Enquire now

2013

Founded at Borough Market, London

20 locations

Operating across London, Dubai, Riyadh and Jeddah

50+ in development

2026 openings in Bangkok, Manila, New York and Amman

20,000+

Bakery School Students last year and growing

425K+

All organic Instagram Followers and growing

\ Partner criteria

Who we are looking for

The three questions we ask on every Discovery Call are: 

1. What is your target market? 

2. What is your operating background?

3. What is your capital position? 

If you have strong answers to all three, we want to talk. Here is what strong looks like:



Market

A specific, high-quality city or territory you are ready to develop.

Background

A proven portfolio of 3 or more operating F&B or premium retail locations.

Capital

Sufficient capital to fund a minimum multi-unit development from day one.

Team

Senior leadership committed to the programme, with the capability to execute a multi-unit rollout.

Not currently a fit

Bread Ahead is not currently prioritising single-unit operators, first-time franchisees or passive investors. If you are at an earlier stage, you may still register your details and we will keep them on file for future opportunities.

\ The brand

Our story

From London to an international bakery brand

Founded by Matthew Jones in 2013, Bread Ahead began as a small market stall in London and quickly built a reputation for exceptional sourdough, doughnuts, pastries and pizza.

Today, Bread Ahead operates across London alongside a growing international footprint.

What makes Bread Ahead different is the role of education. Through the Bakery School, the brand does more than sell baked goods. It teaches the craft, builds community and creates lasting customer loyalty.

Built on craft. Strengthened by education. Ready for disciplined international growth.

\ Matthew Jones

Founder’s vision

Baking a legacy

Matthew Jones trained in Michelin-starred kitchens before bringing that discipline to Borough Market in 2013. His belief was simple: a bakery could be more than a place to buy bread. It could be a place to learn, gather and connect.

Bread Ahead has grown from that belief. Quality, education and community remain at the centre of the brand, with the Bakery School now a defining part of the customer experience and franchise training platform.

Matthew still leads the brand. The standards have not moved.

“Bread Ahead has always been about more than exceptional products. It is about building relationships, nurturing community and inspiring the next generation of bakers. From a small stall at Borough Market to an internationally recognised brand, we’re just getting started”

-Matthew Jones

\ Our values

Core brand values

What Bread Ahead stands for

Education

Bread Ahead teaches the craft behind the product. Through the Bakery School, customers, franchisees and teams learn the skills, standards and discipline that sit behind great baking.

Quality

From sourdough to doughnuts, pastries and pizza, Bread Ahead is built on proper ingredients, traditional techniques and consistent execution.

Community

Bread Ahead bakeries and schools are places people gather, learn and connect. The brand creates loyalty by making baking visible, accessible and shared.

These values are not decorative. They shape the products, the training, the stores and the franchise model.

\ Customer pull

Loved by

Locals    

Sought     

Out by    

Visitors

Bread Ahead has built a loyal following through signature doughnuts, artisanal sourdough, seasonal pastries and a bakery experience that feels both premium and welcoming.

The brand attracts customers from more than 100 countries, with stores that serve locals, tourists and food-led communities alike.

As Bread Ahead expands, the opportunity is to bring that same combination of product, theatre, education and hospitality into carefully selected markets.

\ Positioning

Brand positioning

Premium product. Elevated experience. Education-led loyalty.

Bread Ahead sits at the premium end of the bakery market, combining high-quality products with open kitchens, strong retail environments and the Bakery School.

That combination gives the brand a wider platform than a traditional bakery café. Customers do not only buy from Bread Ahead. They learn from it, return to it and build a relationship with the brand.

\ Market growth

A global market on the rise

Bakery has moved beyond basic bread. Across global markets, it now sits across breakfast, snacking, gifting, dessert and premium everyday food occasions.

Bread Ahead is built for this shift: premium product, visible craft, strong retail theatre and an education platform that turns customers into a community.

$714.1B

Projected global bakery market by 2030

5.4%

Projected global bakery market growth (CAGR)

$148.8B

Projected artisanal bakery market by 2030

5.7%

Projected artisanal bakery market growth (CAGR)

(Source: https://www.grandviewresearch.com/industry-analysis/bakery-products-market and https://www.grandviewresearch.com/industry-analysis/artisanal-bakery-products-market-report)

\ Revenue streams

Driving success:

Our three key revenue streams

Bread Ahead’s business model is driven by three key revenue streams that support its growth both in the UK and internationally. These pillars not only enhance the brand’s ability to offer a unique customer experience but also help Bread Ahead establish a strong presence across new global markets, as we continue to expand our retail bakery cafés, bakery shools, and wholesale reach.



Retail bakery cafés

Bread Ahead’s retail bakery cafés operate in iconic locations including Borough Market and Wembley. Serving freshly baked goods, artisan pizzas, and full meals at select locations, these cafés attract loyal customers and drive strong foot traffic.



Bakery school

The bakery school is a core part of Bread Ahead’s business, offering hands-on classes that foster both education and community. Located in key stores, it not only generates revenue but builds lasting relationships with customers and aspiring bakers. With a growing number of courses (40+), it continues to establish Bread Ahead as a leader in baking education.

Wholesale / B2B

Bread Ahead’s Wholesale division expands the brand’s reach by supplying premium products to select retailers, cafés, and restaurants. This revenue stream extends the brand’s footprint while maintaining its commitment to high quality, supporting continued growth in the demand for exceptional baked goods.

Enquire now

Educational leadership

The advantage

Since 2014, the Bread Ahead Bakery School has grown from a single table at Borough Market into a core part of the brand’s identity.

It is where customers learn the craft, teams absorb the standards, and franchise partners connect with the discipline behind every product. More than a class format, the Bakery School turns Bread Ahead into an experience-led bakery brand built around education, quality and community.

What makes it powerful

  • Hands-on training: Courses cover sourdough, doughnuts, pastries and a wide range of baking techniques, giving students practical skills and a deeper connection to the brand.
  • A global baking community: The school attracts students from around the world, creating lasting relationships with customers who return, share and advocate for Bread Ahead.
  • Brand standards in action: Every class reinforces Bread Ahead’s commitment to quality, authenticity and attention to detail.

The bakery school is not an add-on. It is one of Bread Ahead’s strongest differentiators.

\ Global footprint

22 

Locations open

+4

Coming soon

All locations

Enquire now

/ The process

Steps to becoming a franchisee

1. Submit an enquiry

It takes less than two minutes to submit an enquiry. A member of the franchise development team will then contact you regarding next steps.

Apply now

2. Discovery Call

We’ll discuss your market, operating background, investment capability, and alignment with the Bread Ahead brand. You will also have the opportunity to learn more about the brand. Following the call, qualified applicants may progress to the next stage of the process.

3. Sign the NDA

Once signed, you will have immediate access to the full Franchise Information Pack: investment figures, format specs, and disclosure documents.

4. Plan Submission

Qualified prospects submit a territory development plan: proposed locations, development timeline, and capital structure. The development team provides a template and guidance. This allows the development team to prepare Heads of Terms based on your proposed market, rollout plan and capital structure.




5. Heads of terms

Prior to Discovery Day, qualified prospects will be required to execute Heads of Terms setting out the proposed commercial parameters, including territory scope, development schedule, franchise fees, royalty structure and marketing contribution.

6. Discovery Day

Visit Bread Ahead at Borough Market to meet Founder & CEO Matthew Jones and experience the brand and operating model first-hand.
By invitation only for qualified applicants who have signed a Heads of Terms.


7. Execute agreements

The Franchise Development Agreement is prepared from the agreed Heads of Terms. You will have 30 days to review and execute the agreement. Once signed, the agreed rights and development obligations become effective, subject to the terms of the franchise agreement.

8. Onboarding & launch

Our operations team will onboard you into the Bread Ahead system and deliver a detailed project plan covering everything from agreement signing to opening your first bakery, with ongoing support throughout the partnership.




What happens after you apply


The next step

After you submit your enquiry, the franchise development team will review your proposed market, operating background, capital position and development capability.

Your enquiry will be reviewed confidentially. Information submitted through this page will be used only to assess potential franchise fit and market availability.

Qualified applicants may be invited to sign an NDA and receive the Franchise Information Pack. If there is mutual interest, the next step is a Discovery Call with the Bread Ahead franchise team.

\ Frequently asked questions


Important information
Enquire now