James Reed: All About Business – Episode 37 Summary

Title: From Hitting Rock Bottom to Building a Global Brand from Scratch | Matthew Jones, The King of Doughnuts
Host: James Reed
Guest: Matthew Jones, Founder and CEO of Bread Ahead
Release Date: July 21, 2025

Introduction

In Episode 37 of "James Reed: All About Business," host James Reed engages in an inspiring conversation with Matthew Jones, the esteemed founder and CEO of Bread Ahead, an international bakery renowned for its delectable crème brûlée donut. The episode delves into Matthew’s tumultuous journey from professional success to personal downfall and his remarkable comeback, culminating in the creation of a global bakery empire.

Early Career and Founding of Flower Power City

Timestamp: 02:34 – 17:04

Matthew Jones began his career as a Michelin-starred restaurant chef, immersing himself in London's vibrant food scene during the 1990s and early 2000s. His passion for pastry and baking led him to transition from the restaurant kitchen to the bakery business. In 1998, inspired by the burgeoning Borough Market, Matthew launched his first venture, Flower Power City, a humble bakery started with minimal investment.

Matthew Jones [17:04]: “I opened on my own, literally just on my own with some flour and, you know, nothing like 500 quid and a wing and a prayer, really.”

Flower Power City quickly gained traction, supplying local restaurants and participating in weekly farmers' markets. This initial success set the foundation for his entrepreneurial spirit and deepened his love for baking.

Founding of Bread Ahead

Timestamp: 25:43 – 31:19

After selling Flower Power City, Matthew aspired to create a more significant impact in the baking industry. In 2013, he founded Bread Ahead in Borough Market. Starting with a market stall, Matthew's commitment and expertise led to the bakery’s rapid growth. The brand emphasized artisan baking, using natural yeast and sourdough techniques.

Matthew meticulously crafted his brand identity, combining his love for quality bread with educational initiatives. Bread Ahead expanded beyond just selling bread, introducing baking classes and workshops designed for home bakers and aspiring professionals.

Matthew Jones [25:44]: “I drew the word bread and then I drew a little arrow after it and I thought, just bread ahead. That's going to be the name of the business.”

Challenges Faced: Alcoholism and Rock Bottom

Timestamp: 18:40 – 24:38

Despite the success of Bread Ahead, Matthew struggled with alcoholism, a common plight in the high-pressure culinary world. His dependency on alcohol began to affect his professional and personal life, leading to erratic behavior and poor decision-making. This culminated in a critical intervention in 2009, where a friend confronted him about his deteriorating health.

Matthew Jones [19:15]: “I didn't have an off button, but somehow I made it work. Through brute force, really.”
James Reed [21:49]: “He sacked you from your own business?”

The turning point came when Matthew was diagnosed with alcoholic pancreatitis, landing him on a path to recovery. With the support of friends in recovery, particularly Clarissa Dixon Wright, Matthew managed to overcome his addiction, marking the beginning of his resurgence.

Recovery and Restarting Business

Timestamp: 24:38 – 29:14

Post-recovery, Matthew stayed at a friend's farm, focusing on healing and rebuilding his life. This period of reflection and sobriety fueled his determination to relaunch Bread Ahead with renewed vigor and a clear vision. Leveraging his established reputation from earlier ventures, he returned to London, reestablishing his presence in Borough Market.

Matthew emphasized the importance of education in his business model, expanding Bread Ahead to include a comprehensive bakery school. This initiative not only diversified his business but also fostered a community of passionate bakers.

Matthew Jones [25:44]: “I started at the beginning. I drew this word bread and then I thought, just bread ahead.”

Growth and Franchise Expansion

Timestamp: 31:20 – 37:18

Under Matthew’s leadership, Bread Ahead experienced substantial growth. By maintaining full ownership through cash flow and reinvestment, the bakery expanded its footprint within London and internationally. Key milestones included opening multiple locations in Chelsea and Wembley, each meticulously designed to uphold the brand’s standards of quality and artisan craftsmanship.

Recognizing the potential for global expansion, Matthew adopted a franchising model, partnering with entrepreneurs worldwide. This strategy facilitated rapid scaling, with Bread Ahead now present in regions such as the Middle East and the Philippines.

Matthew Jones [37:10]: “We train them, we send a team out there. It works really well.”

Impact of COVID-19

Timestamp: 33:03 – 35:56

The COVID-19 pandemic posed unprecedented challenges for Bread Ahead, threatening to disrupt its expanding operations. However, Matthew's resilience and adaptability allowed the business to navigate the crisis effectively. By pivoting to online platforms, offering virtual baking classes, and maintaining operational continuity, Bread Ahead not only survived but thrived during the pandemic.

Social media played a pivotal role in this phase, with Matthew personally managing the bakery's Instagram presence, drastically increasing the brand’s online following and customer engagement.

Matthew Jones [34:14]: “Our Instagram went crazy. Went from like 60,000 followers to 200,000 in six weeks.”

Social Media and Marketing Strategy

Timestamp: 35:07 – 37:18

Matthew’s hands-on approach to social media marketing has been instrumental in Bread Ahead’s success. By consistently posting raw, authentic content on platforms like Instagram, he cultivated a loyal and global customer base. Daily posts and interactions made the brand highly relatable and accessible, enhancing its international reputation.

Matthew Jones [35:36]: “I make these silly little videos of myself talking about the product… I keep it raw.”

This organic growth through digital channels enabled Bread Ahead to establish a recognizable and distinctive brand, essential for its international franchising efforts.

Education and Bakery School

Timestamp: 31:20 – 54:15

A cornerstone of Bread Ahead’s philosophy is education. The bakery offers comprehensive baking courses, ranging from short workshops for home bakers to extensive training programs for aspiring professionals. The Bread Ahead Academy provides six-month programs focusing on artisan baking techniques, instilling practical skills and fostering a deep understanding of the craft.

These educational initiatives not only create skilled bakers but also reinforce the brand’s commitment to quality and innovation in baking.

Matthew Jones [52:22]: “We give them real skills. Six months. So got a really good teacher.”

Additionally, corporate team-building events and school groups contribute to the academy’s diversity, attracting participants from various backgrounds and enhancing community engagement.

Future Plans and Advice

Timestamp: 54:15 – 63:58

Looking ahead, Matthew envisions further global expansion of Bread Ahead. With existing franchises in the Middle East and upcoming locations in the Philippines, the brand aims to penetrate new markets, leveraging its educational programs and high-quality products. Matthew aspires to establish Bread Ahead as a global leader in artisan baking, maintaining the balance between growth and the personal touch that defines the brand.

When asked for advice to aspiring entrepreneurs, Matthew emphasizes resilience, continuous learning, and passion. Drawing from his own experiences, he underscores the importance of perseverance through adversity and the value of building genuine relationships within the industry.

Matthew Jones [42:37]: “If I was told to be at work at six, I would be there. At half past five, I would be.”

Matthew’s journey from rock bottom to global success serves as a testament to the power of determination, self-improvement, and unwavering dedication to one’s craft.

Closing Remarks

The episode concludes with James Reed and Matthew Jones enjoying a crème brûlée donut, symbolizing the sweet rewards of Matthew’s arduous journey. The conversation leaves listeners inspired by Matthew’s ability to overcome personal struggles and build a successful, internationally recognized business through passion and perseverance.

Matthew Jones [63:53]: “Yeah, [the donut] is a lot more than just a donut.”

For More Information:

• Bread Ahead Website: www.breadahead.com
• Follow Bread Ahead on Instagram: @breadahead
• Inquire About Franchises or Courses:
  • Franchise: Matthew@breadahead.com
  • Courses and Team Building: Molly@breadahead.com

This episode offers valuable insights into the resilience required to rebuild a business and personal life, the strategic importance of education in business growth, and the effective use of social media in expanding a brand globally. Matthew Jones’ story is a compelling example of turning adversity into triumph, providing actionable advice for entrepreneurs at any stage of their journey.