Bread Ahead say that Borough Market has asked them to leave for being "too successful"

In slightly WTAF news, Bread Ahead have just announced that Borough Market has told them that they need to shut their location in the market. The reason given? That they've become too successful.

The decision seems to spring from the recent news that the bakery are about to open their first location in America, launching in New York in November (they have other locations overseas too). According to an Instagram reel posted by Bread Ahead's founder Matthew Jones, they have been told that "they've been too successful and are franchised internationally". Now that's probably paraphrasing, but even so, that seems like a very strange reason to give. 

Bread Ahead's base in Borough Market was their first "bricks and mortar" bakery, so it's an important location for the company and clearly helped them get where they are today. It's also where they launched their first bakery school and over the years, it's become a key part of Borough Market itself. Why the market would want to shut down such a success story seems bizarre. 

But Borough Market do have form with hard-to-explain activity. Anyone who writes about London will know that if you ever write that a place is "in Borough Market" when it's maybe just on the outskirts, you quickly get a very shirty email from the market's representatives asking for a correction. Based on our own experiences, we can completely believe it making a decision like this. 

Expect this story to develop throughout the day and in the meantime, Bread Ahead are asking everyone to publicise the story far and wide. We predict that this will be the next bizarre anti-business decision being picked up by the press, following Westminster Council's war on "vertical drinking" and wish Bread Ahead luck in getting this overturned. In the meantime, if you're in the area, you should definitely pop over, buy one of their great doughnuts, and give them your support.