The artisan bakery that started in Borough Market is expanding to the Philippines through a partnership with Good Eats by SSI.
Founded in 2013 by Matthew Jones in Borough Market, Bread Ahead started with just three products—white sourdough, wholemeal sourdough, and chocolate brownies—and quickly gained a loyal following. The bakery’s offerings expanded to include a variety of breads, pastries, and its now-famous doughnuts.
One standout creation, the crème brûlée doughnut, became a viral sensation, drawing customers from around the world. In Borough Market alone, Bread Ahead is known to sell over 1,000 crème brûlée doughnuts in a single day.
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Since then, Bread Ahead has grown—the school at Borough has expanded and Matthew has since opened further bakeries and schools in Pavilion Road, Chelsea, Wembley. The brand enjoyed a recent expansion into the Middle East, opening its first international bakery and school in Jeddah, closely followed by a second location in Dubai.
Now, this celebrated British brand finds a home in the Philippines, promising an authentic and indulgent culinary experience.
Anton T. Huang, president and CEO of the SSI Group, expressed his enthusiasm for the partnership with the brand. “We are thrilled to bring Bread Ahead to the Philippines and introduce Filipinos to its exceptional offerings. As part of our commitment to curating premium and innovative lifestyle experiences, this collaboration represents another step in our mission to connect local consumers with the best global brands.”
Joan Aquino, general manager of Good Eats Specialists Inc., echoed this sentiment: “This is really an exciting period for Good Eats. Passion for food and people have kept us going for over ten years and our brands such as Shake Shack, SaladStop!, Heybo, and Venchi are testament to our long-standing mission to provide well-curated good eats and great experiences to our local diners. We’ve seen how the market for breads and baked goods has continued to grow in the country and we are excited to have BreadAhead join us and this thriving community soon.”
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The first Bread Ahead store in the Philippines is set to open this year and customers can look forward to enjoying Bread Ahead’s iconic products, including its famous filled doughnuts, sourdough breads, and a wide range of pastries.
Bread Ahead’s journey to the Philippines marks the beginning of an exciting chapter in the country’s food scene, where the rich heritage of British baking meets the vibrant and discerning palate of Filipino consumers.
