Bread Ahead, the bakery known for its crème brûlée doughnuts, has announced it is being forced to leave its original home at Borough Market in Southwark. Founder Matthew Jones said on Thursday, September 10, that the business was told it has 'become too successful' to stay, and that its international growth means its lease will not be renewed. The closure would result in the loss of 83 jobs, Jones added in a video posted to Instagram.
From market stall to global brand
Bread Ahead began at Borough Market in 2013 with a small market stall, three products, and no external investment. Over the years, the bakery gained popularity, opening additional branches in King's Cross, South Kensington, and Wembley, as well as locations overseas. The Borough Market site also housed the brand's first baking school, where the famous crème brûlée doughnuts were first served.
Jones expressed his dismay in the video, stating: 'In 2013, I started Bread Ahead at Borough Market with a small market stall, three products and a lot of hard work. There was no big investment behind me. No corporate backing. Just an idea I believed in, a love of baking and a determination to make it work. Borough Market gave us our start. It became our home. It is where Bread Ahead grew up.' He continued: 'I honestly never imagined that being successful could put our home at risk. We haven't been bought by a multinational. We haven't become a faceless chain. We are still founder-led. We still bake, we still teach, we still employ people and we still have our roots firmly planted in Borough Market. Yes, we have grown. But surely that should be something to celebrate, not a reason to ask us to leave.'
Expansion and other market exits
The news comes shortly after it was revealed that Bread Ahead will open a bakery in Harpenden, its first UK branch outside London. The company also operates bakeries in Dubai, the US, Saudi Arabia, Thailand, and the Philippines, and is preparing to make its US debut in New York in November.
Bread Ahead is not the only Borough Market trader facing eviction. In July, the owners of Maria's Market Cafe, which has been there for 65 years, were told their lease would not be renewed. The cafe's future remains uncertain.
Market response
A spokesperson for Borough Market said: 'Our relationships with traders are really important to us, whether they're actively trading or as part of our alumni of success stories. We continue to be in contact with the Bread Ahead team about their future at the market, but as discussions relating to individual tenancies are confidential it would not be appropriate to comment on the specific details of this case.'
The potential departure of Bread Ahead and Maria's Market Cafe highlights ongoing tensions at the historic market, where long-standing traders face lease challenges amid changing commercial dynamics. The outcome of these discussions will determine the future composition of Borough Market's trader community.
