The recent buzz around Dubai‘s chocolate-pistachio-kunafa dessert has attracted significant attention on social media. However, Bread Ahead founder Matthew Jones has dismissed this fusion trend as a mere “gimmick.” His remarks highlight a broader conversation about authenticity in the culinary world as he emphasizes the importance of sticking to traditional methods and “real flavors” in his artisan bakery business.
Jones, who leads one of London’s most beloved bakeries, announced that Bread Ahead will focus on genuine taste rather than succumbing to fleeting trends. The bakery is expanding across the Middle East with unique offerings like its crème brûlée doughnuts, all while remaining committed to time-honored baking techniques.
“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,” Jones stated in an exclusive interview.
These statements were made amid the rise of the viral Dubai chocolate, which has been embraced by food bloggers and influencers eager to innovate with its flavors. Jones’s comments serve as a reminder that current trends can often overshadow the artistry of traditional baking, especially during the opening of Bread Ahead’s third location in Dubai at City Centre Mirdif.
Friendly Competition and Expansion in the Middle East
In a market brimming with new artisan bakeries, such as bkry and Home Bakery, one might wonder how Bread Ahead positions itself. Jones expressed optimism, stating, “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.”
Despite the competition, Bread Ahead is rapidly solidifying its status as a leading name in the Middle East’s premium baking scene, with three locations already delighting customers in Dubai. Jones highlighted Dubai’s significance as a global crossroads, attracting visitors from Europe, Asia, and India, which further fuels the demand for quality baked goods.
“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 added.
Currently, Bread Ahead operates nine locations across Dubai, Riyadh, and Jeddah, with plans to expand to 12 locations and incorporate three bakery schools by mid-2025. “We are looking at Abu Dhabi and Sharjah,” Jones revealed about future expansion. “We will open 10 locations here for sure over the next two to three years,” stressing the need for additional staff as they grow.
Embracing Local Flavors and Education
Beyond the popular doughnuts, Bread Ahead is also known for its artisan sourdough breads and pastries, which frequently incorporate local flavors like Za’atar into their offerings.
“We create seasonal specials and are always developing new products, which is why we are seeing huge demand and opening more outlets,” he explained, reflecting on the bakery’s adaptability and commitment to quality.
Nevertheless, Jones wants customers to have a clear understanding of what Bread Ahead represents. “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.
In a world filled with trends that come and go, Jones’s emphasis on traditional baking and genuine flavors serves as a cornerstone for his business, distinguishing Bread Ahead as a thoughtful choice amid the ongoing popularity of viral treats like Dubai’s chocolate-pistachio-kunafa.