Doughnuts, social media and Middle East expansion

Doughnuts, social media and Middle East expansion

“I think the proof is in the pudding,” jokes Matthew Jones, the founder of bakery chain Bread Ahead, talking about how his creations exploded on social media.

The popular London bakery has ambitious plans to expand across the Middle East.

Bread Ahead already has a presence in the Middle East, with flagship stores in the UAE and Saudi Arabia.

It is set to open 35 sites in seven countries in this region over the next 3 years, including Morocco, Kuwait, UAE, Saudi Arabia, Egypt, Bahrain and Qatar.

“This is just the first step of a much wider expansion plan. Next we plan to take on the whole of the US, Asia and beyond. Watch this space, in the next ten years Bread Ahead plans to be worldwide,” Jones told Campaign Middle East.

The brand exploded when Jones launched a new range of doughnuts. Social media also played its part in catapulting the brand onto the global stage.

“Social media is essential and important to every brand these days. Our approach to social media has always been very ‘free-style’ and we plan to keep our style very natural moving forward.”

Bread Ahead runs its own social accounts internally and has an in-house team who know what its community