Bakery is 'banned from Borough Market for being too successful' - ahead of fresh New York venture adding to outlets in the Middle East and Asia
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By WILL HALLOWELL, NEWS REPORTER
Published: | Updated:
A beloved bakery said it is being asked to leave London's famous Borough Market for being 'too successful'.
Bread Ahead founder Matthew Jones has claimed he was told to 'wind down operations' because the bakery's goods are so popular with visitors.
In a furious social media rant the chef said the decision was 'devastating' and will 'mean the loss of 83 jobs' in London.
He said: 'Borough Market have informed us that Bread Ahead needs to leave the estate.
'The reason the charity gave us is that we've been too successful and we've franchised internationally.
'Now, I don't understand this. I thought being successful was the whole reason of opening a business in the first place.
'I left school at 15 and was a chef, I worked for 30 years and built a business from nothing.
'I've never borrowed a penny in my life. I've built this, I'm bootstrapped to this business. It's unbelievable, the devastating effect.'
Bread Ahead founder Matthew Jones has claimed online that his Borough Market bakery has been forced to close down for 'being too successful'
The bakery has become an online sensation thanks to visitors' glowing reviews of their baked goods
He added: 'If they pull this through it would mean the loss of 83 jobs in London, it would mean the loss of a business there.
'It's incomprehensible, the stress that I'm under right now.'
It comes as Bread Ahead prepares to launch its first site in the US. This November it will open a new bakery in New York.
The company also has a number of chains across Asia and the Middle East – including in Bangkok, Dubai and Saudi Arabia.
However Mr Jones has been left baffled by the prospect of closing down his store at Borough Market as he said: 'What's happening in the UK? Who in God's name would (want) to shut down a wonderful thriving part of a local and international community?'
The chef said he would do 'whatever it takes' to protect his business and its employees.
Mr Jones founded Bread Ahead back in 2013 after leaving school at 15 and going to work as a chef.
The company has become an online sensation thanks to visitors' glowing reviews of its baked goods.
It comes as Bread Ahead prepares to open its first site in New York
In 2014 the company opened its Bakery School to 'show the public just how easy baking good bread can be'.
The academy provides masterclasses on how to make doughnuts as well as gluten-free goods among other workshops.
A Borough Market spokesman said: 'Our relationships with traders are really important to us, whether they're actively trading or as part of our alumni of success stories.
'No matter how long businesses are with us for, we value their contribution to making Borough Market what it is.
'As a responsible landlord, our decisions around lease renewals are made through a formal process and communicated to the trader well in advance of the expiry date.
'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.
'Our approach is to apply these processes fairly and consistently, while ensuring Borough Market continues to evolve and thrive as one of London's leading food destinations where independent businesses can thrive.'
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