Matthew Jones calls chocolate-kunafa trends a passing fad as Bread Ahead sets sights on 12 locations and 3 bakery schools across the Middle East by mid-2025
Bread Ahead’s Matthew Jones has no time for dessert gimmicks — even if they’re trending.
As the chocolate-pistachio-kunafa fusion continues to sweep across Dubai’s social media feeds, Bread Ahead’s founder and CEO, Matthew Jones, isn’t buying the hype. In an exclusive interview with Arabian Business, Jones labeled the viral dessert trend a “gimmick,” emphasizing that his brand is focused on substance, not social media stunts.
“I have no interest in that,” he said firmly, referring to the swirl of ultra-sweet creations currently dominating local bakeries and TikTok reels. “It’s not what Bread Ahead is about.”
Bread Ahead, a London-born artisanal bakery known for its signature doughnuts and sourdough bread, is taking a more grounded approach to growth — one rooted in quality, consistency, and education.
Middle East Expansion in Full Swing
Despite dismissing gimmicks, Bread Ahead is making big moves in the region. With nine operational sites across Dubai, Riyadh, and Jeddah, the brand is on track to expand to 12 locations and launch three new bakery schools in the Middle East by mid-2025.
The expansion is part of a broader mission to elevate the region’s bakery culture through skill-building and authentic craftsmanship.
“We’re building a business with longevity,” said Jones. “That means real baking, real ingredients, and sharing the craft with the next generation.”
Craft Over Clicks
Jones’ stance reflects Bread Ahead’s ethos: to serve high-quality, handmade baked goods without caving to fleeting trends. While he acknowledges the impact social media has on food culture, he remains committed to tradition.
“People are hungry for authenticity,” he said. “You can’t fake that with chocolate drizzles and pistachio dust.”
A Recipe for Lasting Success
Since opening its doors in London’s Borough Market in 2013, Bread Ahead has built a loyal following for its indulgent yet refined baked goods — and its bakery schools have become hubs for passionate amateurs and professional chefs alike.
With the Middle East showing a growing appetite for premium baked products and culinary education, Bread Ahead’s expansion plan is poised to fill both gaps.
“Our growth in the Gulf has been phenomenal,” Jones said. “But we’re not just opening shops — we’re investing in people, training, and a love for baking that lasts.”
As the region continues to fall for sugar-laden novelties, Bread Ahead is rising above the trend — one real doughnut at a time.
