UK-based bakery company, Bread Ahead, has initiated its Asian expansion strategy with the inauguration of its first outlet in Thailand, located in Siam Paragon, on May 30. This marks a significant milestone for the brand as it looks to expand its footprint in the region.
The Bangkok store, a result of a collaboration with Passion Restaurant Group, represents the first step of the brand’s comprehensive growth plan in this region. The company has revealed plans to inaugurate six more stores in the coming 12 months.
The new store, situated on the ground floor in Gourmet Eats, will showcase Bread Ahead’s innovative ‘Hot Doughnut Theatre’ concept to Thai consumers. This unique approach offers customers the experience of watching their doughnuts being freshly made, filled, and finished live throughout the day.
The menu primarily features Bread Ahead’s distinctive doughnut range, with a particular emphasis on two flavours which will be exclusive to the Thai market: Matcha & White Chocolate and Hojicha & Dark Chocolate.
According to Bread Ahead’s founder, Matthew Jones, “Bangkok is an incredibly vibrant city known for its food, creativity, and hospitality. Siam Paragon is the perfect location for our first Asian bakery. This is an enormous moment for us as we open in Asia for the first time. It feels like the beginning of a very unique journey. We are proud to introduce Bread Ahead to Bangkok first, and we consider this as the initiation of a much grander journey – with Thailand leading the way as we continue our expansion across Asia. This is an incredibly exciting time for the brand, and we are eagerly looking forward to what the future holds.”
Bread Ahead, established in 2013, has emerged as one of the most distinguished brands in the UK, boasting six bakery outlets across London. The brand also disclosed ambitions last year to extend its presence to the Philippines.
What is the ‘Hot Doughnut Theatre’ concept?
The ‘Hot Doughnut Theatre’ is a unique approach by Bread Ahead where customers can watch their doughnuts being freshly made, filled, and finished live throughout the day.
What flavours will be exclusive to the Thai market?
Bread Ahead’s Thai menu will feature two exclusive doughnut flavours – Matcha & White Chocolate and Hojicha & Dark Chocolate.
What are Bread Ahead’s expansion plans in Asia?
Bread Ahead has kicked off its Asian expansion with the launch of its first store in Thailand. The brand plans to open six more outlets in the region over the next 12 months and has also shown interest in the Philippines.
