Bread Ahead is known for its fluffy doughnuts, fresh sourdough bread, babka, and artisanal pastries. Inside Retail spoke with Bread Ahead’s founder, Matthew Jones, about the brand’s journey, the decision to expand into Southeast Asia, and the company’s future plans. Inside Retail: What inspired you to start Bread Ahead, and how has the brand evolved in the UK and the Middle East? Matthew Jones: I wanted to create a bakery that was more than just a place to buy bread. I wanted it to be immersive, a space where people could learn as well as eat. Combining baking with teaching felt natural to me because I enjoy engaging with people, showing them the process, and sharing my passion. That vision has driven Bread Ahead’s evolution, both in the UK and internationally. IR: Why did you choose the Philippines as the first location for Bread Ahead in Southeast Asia? MJ: We had been exploring opportunities right across Asia and were in discussions with several territories. The Philippines happened to be the first to come together, but it certainly won’t be the last. We have big plans for the region. IR: How have you adapted your menu or workshops to cater to local tastes and culture? MJ: While our core workshops remain the same, we always introduce seasonal and local specials. For the Philippines, we’re working on an ube doughnut, inspired by the region’s love for this vibrant purple yam. It’s an exciting way to incorporate local flavours into our offering. IR: How do you maintain consistency and quality as the brand expands internationally? MJ: Franchising is a well-established industry, and ensuring quality comes down to having the right structure in place. Quality assurance managers play a crucial role, but ultimately, success depends on finding the right partners, people who understand how to nurture and uphold a brand’s standards. We’ve been fortunate to work with experienced custodians who take real pride in what they do. IR: Do you have plans for further expansion in Southeast Asia or beyond? MJ: Absolutely. We are actively looking for partners right across Asia, with key markets including Tokyo, South Korea, and Singapore. The demand for what we do is already strong in these regions, so expanding there is a natural next step. IR: What is your ultimate vision for Bread Ahead as a global brand? MJ: My goal is to bring Bread Ahead to as many people as possible while staying true to our craft. Expansion is exciting, but it’s about maintaining quality, integrity, and the experience that makes us unique. IR: What was the most pivotal moment in your career that set you on the path to founding Bread Ahead? MJ: The turning point was when I left my career as a baker and pastry chef to become self-employed. Starting my own business changed everything. I was suddenly responsible for things I’d never dealt with before – VAT returns, payroll, hiring staff. It was a steep learning curve, and I was completely out of my depth at first. But it was a sink-or-swim situation, and I had to figure it out fast. That experience shaped me and gave me the resilience to build Bread Ahead into what it is today. IR: What were some of the biggest challenges you faced when starting Bread Ahead, and how did you overcome them? MJ: The biggest challenges were the usual ones for any small business – cash flow, long hours, and the sheer grind of building something from scratch. London is a tough city to establish a business in, but I pushed through, working seven days a week for the first year. I’ve always been hands-on, so I never shied away from the effort required. Persistence was key. IR: How has your vision for Bread Ahead evolved since its founding? Did you ever imagine it becoming a global brand? MJ: At first, my focus was local – I saw Bread Ahead as a great business within London. But around year five, it became clear we had something bigger on our hands. Social media, especially Instagram, played a huge role in spreading the word, and we started seeing customers from all over the world. Our doughnuts, in particular, became a viral sensation. Seeing other brands like Arabica Coffee and Elan expand internationally reinforced the idea that we could do the same – and now, here we are. IR: What are the most important lessons you’ve learned in your career? MJ: One of the biggest lessons is the power of delegation. You have to trust people to do their jobs – let drivers drive, let packers pack, let lawyers handle legal matters. Early on, I tried to do everything myself, and while that’s useful in the beginning, it ultimately slows you down. Growth comes when you let go and allow professionals to do what they do best. Another key lesson is making the right calls on people. If someone isn’t a good fit, it’s best to be honest and part ways quickly. Likewise, if you have great people, you need to recognise and reward them straight away. Success comes from clear decision-making and staying focused. IR: What is one of the most memorable customer interactions you’ve had? MJ: There have been many, but a few stand out. Once, a man proposed to his girlfriend by hiding a ring inside one of our doughnuts. Another time, we ran out of sea salt caramel doughnuts, and a family who had travelled all the way from Hull just for them were devastated. Their little girl, who couldn’t have been more than five, burst into tears — it was heartbreaking. We’ve seen all sorts of funny and touching moments over the years, and those personal connections are a big part of what makes Bread Ahead special. Further reading: Inside Levi’s Lot 1: Conversations with Tokyo’s master tailors.