Apply Now
location-pin
2013
Founded at 
Borough Market, London
location-icon
20 Locations
Operating across London, Dubai, Riyadh and Jeddah
route-icon
50+ in Development
2026 openings in Bangkok, Manila, New York and Amman
degree-icon
20,000+
Bakery School Students last year and growing
instagram-icon
425K+
All organic Instagram Followers and growing
OUR STORY

Our
Story

From Borough Market to an international bakery brand

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

Today, Bread Ahead operates across London, with its flagship still rooted at Borough Market, and 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.

peabody
founder
FOUNDER’S VISION

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.

image22
Matthew at work in the Michelin-starred kitchen at Gidleigh Park Hotel, under the guidance of Head Chef Shaun Hill. 1990
“Bread Ahead has always been about more than exceptional products. It’s about building relationships, nurturing community and inspiring the next generation of bakers. From a small stall at Borough Market to becoming an internationally recognised brand, the journey has been incredible. We’re just getting started”
- Matthew
VALUES

Core
Brand Values

What Bread Ahead stands for

education

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

QUALITY

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

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.

peabody_01
CUSTOMER PULL

LOVED BY LOCALS. SOUGHT OUT BY VISITORS.

image-bake

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

Coffee-led Chains
Premium
Premium bakery cafes
Premium Product

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.

Entry Level
Mass-market bakery
Economy Product
bread-ahead-8
MARKET GROWTH

A global market on the rise.

Bakery has become an everyday premium habit across the world. From breakfast to snacking, gifting to dessert - demand is growing.

$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)
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 Schools, and wholesale reach.

breadahead-favicon

Retail Bakery Cafés

Bread Ahead’s Retail Cafés offer a unique experience in iconic locations like 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.
degree-white

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.
Group

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.
the-bakery-school
THE BAKERY SCHOOL

The Bakery School:
A Cornerstone of our Brand

founder-1
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.

wembley-jacklewiswilliams-23
THE FUTURE BAKERS PROJECT

The Future Bakers Project

Landmark initiative to teach 1,000,000 young people to bake for free by 2036.

“Back in 2013, it started with a single market stall in Borough Market and a simple belief – that baking brings people together. What has grown since is a community built around sharing real life skills, confidence and creativity with the next generation.

“The Future Bakers Project is about passing that on – opening the kitchen to young people everywhere and showing them what they are truly capable of. Because when you learn to bake, you don’t just learn recipes, you learn resilience, independence and joy. This is your kitchen, your moment – your chance to rise.” — Matthew

LOCATIONS

breadahead-favicon 20 Locations - 6 Countries - 50+ Under Development

image-10

Borough Market, London

image 11

Pavilion Road, London

image-12

Wembley, London

image-15

South Kensington, London

image-14

Bromley, London

image-23

Al Zahra, Jeddah

image-19

Mall of the Emirates, Dubai

image-16

Canopy Market, London

image-18

DIFC, Dubai

image-20

M Square, Dubai

image-24

Ghirnatah, Riyadh

image-17

Kings Cross, London

image-25

Kings College Hospital, Jeddah

image-26

Obhur Al-Shamaliyah, Jeddah

image-21

Mirdif, Dubai

image-27

Riyadh Gallery, Riyadh

image-22

Al Narjis, Riyadh

image-28

Tahila, Riyadh

image-13

Leicester Square, London

wa-image

Hayat Mall, Riyadh

image-31

Siam Paragon, Bangkok
(Coming Soon)

image-29

Red Sea Mall, Jeddah
(Coming Soon)

image-34

Harpenden, UK
(Coming Soon)

image-32

Glorietta 4, Manila
(Coming Soon)

image-33

Upper East Side, New York
(Coming Soon)

image-36

Robinson Mall, Manila
(Coming Soon)

PARTNER CRITERIA

Who we’re 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. What 'strong answers' look like:

checkmark-1

Market

A specific, high-quality city or territory you are ready to develop.
checkmark-2

Background

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

Capital

Sufficient capital to fund a minimum multi-unit development from day one.
checkmark-4

Team

CEO, COO, or equivalent leadership committed to the programme.
Not a fit?: We are not currently considering single-unit operators, first-time franchisees, or passive investors. If you're at an earlier stage, we respect that — register your details and we'll keep your information on file for the future.
THE PROCESS

Steps to becoming a franchisee

1

Submit an enquiry

It takes less than two minutes to submit an enquiry.  You will then get an email from a member of the development team.
Enquire Now
2

Discovery Call

We’ll discuss your market, operating background, investment capability, and alignment with the Bread Ahead brand. You will 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 will enable us to develop the Heads of Terms.
5

Heads of Terms

Prior to the Discovery Day, you will execute a Heads of Terms setting out the agreed commercial parameters: territory boundaries, exclusivity, development schedule, franchise fee, royalty rate, 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, your territory is formally secured and the franchise relationship begins.
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.
FREQUENTLY ASKED QUESTIONS

What does the Discovery Call cover?

A Discovery Call is a 30-minute conversation with the franchise development team. We'll discuss three things: your target market, your operating background, and your capital position. You'll have the chance to ask questions about the brand, the model, and the support structure. No commitment is required — it's a qualifying conversation for both parties.

What happens after signing the NDA?

You'll receive the full Franchise Information Pack by email within 5 minutes of signing. A member of the FG&D team will then contact you within 5 business days to arrange an initial conversation. If there's a mutual fit, we'll book a 30-minute Discovery Call to discuss your market and background in detail.

What territories are available?

We are actively recruiting franchise partners across North America, Europe, Asia Pacific, India, the Middle East (excluding UAE and Saudi Arabia, which are already operational), Australasia, South America, and Africa. Territory decisions are being made this quarter. Sign the NDA and we'll confirm your specific market availability within 5 business days.

What location formats are available?

Bread Ahead operates four location formats: Flagship (full café and bakery experience with Bakery School), Neighbourhood (smaller community-focused sites), Kiosk (high-footfall concession formats), and Bakery School (workshop-led destinations). Format selection depends on your target city, available real estate, and development plan. We'll advise on the right approach for your market.

What is the minimum investment?

Full investment figures — by format and territory — are disclosed in the Franchise Information Pack after NDA signing. We require a multi-unit development commitment from all new franchise partners. Exact minimums vary by market and are discussed on the Discovery Call.

What is the development commitment?

We require a multi-unit development commitment from all new franchise partners. Exact minimums vary by market and are discussed on the Discovery Call.

What is the total investment?

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 Schools, and wholesale reach.

What support is provided?

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 Schools, and wholesale reach.

How long does it take from enquiry to open?

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 Schools, and wholesale reach.

What training is provided?

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 Schools, and wholesale reach.

Is the Bakery School required?

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 Schools, and wholesale reach.

Do I need to be involved day-to-day?

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 Schools, and wholesale reach.

What are the franchise fees?

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 Schools, and wholesale reach.

What products are made fresh on site?

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 Schools, and wholesale reach.

FRANCHISE INVESTMENT RISK & NO EARNINGS CLAIM DISCLAIMER

FRANCHISE INVESTMENT RISK & NO EARNINGS CLAIM DISCLAIMER

Investing in a Bread Ahead franchise involves risk. Your success will depend on many factors, including your management, location selection, local market conditions, staffing, costs, and your ability to follow the Bread Ahead operating system. You may lose some or all of your investment.

Any information provided in this brochure is shared to help interested parties understand the Bread Ahead franchise opportunity and does not represent, and should not be interpreted as, any promise or prediction of sales, profits, cash flow, payback period, or return on investment. Bread Ahead does not make earnings claims through this brochure, and no one is authorised to make earnings claims on Bread Ahead’s behalf.

Before making any decision, you should:
  • Review the applicable legal disclosure documents and the full franchise agreement for your territory
  • Conduct your own due diligence and financial analysis, including stress-testing assumptions
  • Seek independent legal, accounting, and commercial advice

In some jurisdictions, Bread Ahead cannot offer or sell a franchise, accept a signed franchise agreement, or collect any franchise fees until the required disclosure has been delivered and any mandatory registration or filing steps have been completed under local law.

In some jurisdictions, franchise laws require a mandatory cooling off period. This gives the prospective franchisee a defined period of time to reconsider after receiving disclosure documents and or after signing, and in certain cases to withdraw and receive a refund of some or all monies paid.

Bread Ahead will comply with any applicable disclosure and cooling off requirements.

This includes, where applicable:
United States franchise registration states (FDD registration required before offering or sale)
United States franchise filing or notice states (state filing required before offering or sale, in certain cases) Canada franchise disclosure provinces (disclosure required before signing or payment)
As well as the 29 other countries that have specific regulations governing franchising.

If you have questions about franchise rules in a specific jurisdiction, take local advice. Speak with qualified franchise counsel in that jurisdiction. Contact the local franchise association for practical guidance.

You can also email franchise@breadahead.com for support.