In this edition of our “Tech on Toast Meets” series—a blog where we explore the intersection of hospitality and technology—we had the pleasure of sitting down with Matthew Jones, the founder of Bread Ahead, and David Ryan from Square POS.
Our conversation delved into how a traditional bakery has embraced modern technology to enhance customer experience, streamline operations, and support rapid expansion both locally and internationally.
From Humble Beginnings to Culinary Stardom
Matthew Jones began his journey in the food industry at the tender age of 15. Leaving school to pursue his passion, he honed his skills in Michelin-starred restaurants before discovering his true calling in baking.
“I opened Bread Ahead in 2013 at Borough Market, and it’s been a rollercoaster since day one,” Matthew recalls.
The bakery quickly became a staple in the London food scene, known for its artisanal breads, indulgent pastries, and immersive baking workshops. Bread Ahead built its reputation on the philosophy of mastering the classics.
“We focus on doing classics and leaving them alone,” Matthew explains. “There are a lot of gimmicks in the food world, but we don’t do gimmicks.”
This commitment to authenticity has resonated with customers seeking high-quality, traditional baked goods made with passion and expertise.
The Magic of Community and Education
Beyond serving delectable treats, Bread Ahead has cultivated a community of baking enthusiasts. Their baking schools have become a cornerstone of the brand, teaching over 20,000 people last year alone.
“We’ve created a community of bakers around us,” Matthew shares. “We teach home bakers, school groups, and even corporate events.”The educational aspect doesn’t stop there.
Matthew is also venturing into publishing with a new children’s book titled “The Magical Mince Pie”. Aimed at inspiring the next generation of bakers, the book combines a whimsical bedtime story with real recipes. “I love children’s cookbooks; they influenced my life,” he says. “It’s about connecting people with the joy of baking from a young age.”
Growing Pains and the Need for Change
As Bread Ahead expanded to multiple locations—including large sites like Wembley Park—the limitations of their existing payment systems became increasingly problematic.
“At Borough Market, we sometimes handle 3,000 transactions in a day,” Matthew explains. “Our old systems were always crashing, and it was a nightmare. We were desperate to change.”The inefficiencies were not just operational headaches but also affected the customer experience. “Nobody pays cash anymore,” he notes. “When our systems went down, we couldn’t serve our customers efficiently, and that was unacceptable.”
Enter Square POS: A Partnership in Innovation
This pressing need for a reliable, scalable solution led Bread Ahead to partner with Square POS.
David Ryan, a sales manager at Square, recalls their initial interaction. “We started working with Bread Ahead about a year and a half ago,” he says. “They needed a versatile, reliable solution that could handle high transaction volumes and adapt to different service environments.”
“Switching to Square has been transformative,” Matthew notes. “Transactions are swift, and the system’s versatility allows us to adapt between our quick-service locations and full-service environments like Wembley.”
David elaborates on how Square meets these needs. “Our tools are designed to be intuitive and flexible,” he explains. “Whether it’s inventory management, staff scheduling, or customer loyalty programs, we provide a unified platform that helps businesses operate smoothly.”
Harnessing Data for Better Decision-Making
One of the significant advantages of adopting Square POS has been the access to valuable customer data.
While Matthew admits that he is “all about the food,” he acknowledges the importance of data in today’s business landscape. “The technology helps our team understand customer preferences and purchasing patterns,” he says.
David highlights how Square’s integrated tools facilitate this. “Our platform captures detailed transactional data, customer loyalty status, and even payment methods,” he explains. “This data empowers businesses like Bread Ahead to make informed, data-driven decisions.”
For example, the customer loyalty program allows for seamless enrolment at checkout. Customers simply input their phone number, and their payment methods become linked to their loyalty profiles. This not only enhances the customer experience but also provides Bread Ahead with insights into visit frequency, favourite items, and more.
The Sweet Taste of International Success
Bread Ahead isn’t just stopping at conquering London. The bakery has embarked on an ambitious international expansion. They’ve already opened locations in Saudi Arabia and Dubai and have plans to extend into the Middle East and Southeast Asia, including the Philippines. Perhaps most exciting is their upcoming location in New York City.
“We want to take the spirit of Borough Market to the world,” Matthew enthuses. “New York is a place where people are all about the food. They appreciate authenticity, and we believe our approach will resonate there.
David sees this as an opportunity to support Bread Ahead’s global ambitions. “We’re thrilled to be part of their journey,” he says. “Our platform is designed to scale with businesses, adapting to different market needs while providing consistent performance.”
.png)
Overcoming Challenges in International Markets
Expanding internationally comes with its own set of challenges, particularly when it comes to maintaining operational consistency across different regions.
“Consistency is key,” Matthew emphasises. “Square POS helps us maintain operational efficiency across all locations, ensuring that our customers receive the same high-quality experience, whether they’re in London or abroad.
David adds, “While we’re not in every international market yet, our focus is on ensuring that the markets we do serve have robust support and functionality. We provide remote management tools that allow businesses to control their operations from anywhere.”
A Glimpse into the Future
When asked about what’s next for Bread Ahead, Matthew is both ambitious and grounded. “We’re opening our sixth London location at Battersea Power Station,” he shares. “We’re also focusing on expanding our educational programs and possibly more cookbooks.”
On the technology front, David hints at exciting developments. “We have a few product launches coming up that will further enhance our platform,” he says. “While I can’t share specifics just yet, we’re always working on innovations that will benefit businesses like Bread Ahead.”
The Heart and Soul of Baking
Amidst all the growth and technological advancements, Matthew remains deeply connected to the craft of baking.
“It’s the instant gratification—the process of baking triggers something inside me,” he reflects. “I love taking bread out of the oven, rolling croissants, and being part of something that enriches me spiritually and emotionally.”
He believes that this passion is what sets Bread Ahead apart.
“We’re not just selling products; we’re sharing an experience,” he says. “Bakeries are community places where people come together, and that’s something technology can’t replace but can certainly enhance.”
Final Thoughts: The Perfect Blend of Tradition and Technology
Bread Ahead’s story is a compelling example of how traditional businesses can thrive in the modern world by embracing technology without sacrificing their core values.
With Square POS as a partner, they’re not only improving operational efficiency but also enhancing the customer experience and fostering community engagement.
“Embracing technology has allowed us to focus more on what we love—baking and connecting with people,” Matthew concludes.
“It’s been a win-win.”David echoes this sentiment. “Our goal at Square is to empower businesses to succeed on their terms,” he says. “Working with passionate entrepreneurs like Matthew makes our job incredibly rewarding.”
Connect with Bread Ahead and Square POS
If you’re inspired by Bread Ahead’s journey or interested in how Square POS can support your business, here are the ways to get in touch:
Bread Ahead
Website: breadahead.com
Email: matt@breadahead.com
Instagram: @breadaheadbakery
Square POS
Website: squareup.com
Contact: Reach out via the website or connect with David Ryan on LinkedIn
Stay tuned for more insights in our next “Tech on Toast Meets,” where we continue to explore the dynamic relationship between technology and hospitality. Until then, perhaps it’s time to indulge in one of Bread Ahead’s famous doughnuts—it’s research, after all!
.png)
.png)
