As Dubai’s chocolate-pistachio-kunafa dessert trends on social media platforms, Bread Ahead founder Matthew Jones has expressed his skepticism about the viral chocolate phenomenon, labeling it a mere “gimmick.” His stance emphasizes a commitment to authentic flavors over fleeting trends, setting a clear distinction between his bakery’s philosophy and the current dessert fads capturing online attention.
In an exclusive interview with Arabian Business, Jones, who oversees one of London’s renowned artisan bakeries, articulated the values that drive Bread Ahead—a bakery that is not only expanding in the Middle East but also gaining a loyal following with its signature crème brûlée doughnuts. He made it clear that his focus remains on traditional baking methods, stating, “I personally have no interest in that. It is just a gimmick – we are a traditional business, so we stick with real flavors and seasonality, as well as consistency in what we do. We do not develop things for the sake of it, and just because somebody else is doing something, does not mean we also should.”
Responding to Local Trends
As the chocolate sensation proliferates online, Jones’s remarks provide an interesting counter-narrative. Influencers and food bloggers are eagerly exploring innovative ways to inject the viral Dubai chocolate vibe into their culinary creations. This online buzz surrounds Bread Ahead’s much-anticipated third outlet at City Centre Mirdif, where the bakery continues to carve out its niche.
On the topic of competition, Jones remarked, “We are quite unique in what we do. There is such a huge market for bakery offerings right now, and it’s healthy competition – so it’s good, I love to see them.” While other artisanal bakeries like bkry and Home Bakery are making their mark, Bread Ahead stands out with its emphasis on quality and tradition.
Expansion Plans and Market Dynamics
Jones sees Dubai as a pivotal market, describing it as “that real crossroads between Europe, Asia, and India.” He acknowledges the growing number of visitors and residents that are shaping Dubai into a significant hub for culinary experiences. “We have identified that demand for it; [Bread Ahead] is very good among the local community, and there are a lot of Emiratis who actually live in Mirdif, so we always try and get a mix of both local and expat customers,” he noted.
The bakery is ambitious, with nine locations already operational across Dubai, Riyadh, and Jeddah. Jones has plans for further expansion, revealing, “We are looking at Abu Dhabi and Sharjah. We will open 10 locations here for sure over the next two to three years,” ensuring that growth will come with the recruitment of additional staff.
Commitment to Authenticity
In addition to their acclaimed doughnuts, Bread Ahead’s dedication to incorporating local flavors, such as Za’atar, has contributed to its success. “We create seasonal specials and are always developing new products, which is why we are seeing huge demand and opening more outlets,” stated Jones, highlighting his bakery’s adaptability.
Moreover, Jones aims to elevate the customer experience by emphasizing education. “The education element of what we do is very important—we run bakery workshops and other initiatives as part of our mission to get people baking, to help them understand food, and to appreciate the creativity behind baking,” he concluded, reaffirming that Bread Ahead remains steadfast in its approach, even amidst the distracting allure of viral trends like the Dubai chocolate.