London-born bakery brand Bread Ahead is entering Asia, with its first regional outlet set to open on 30 May 2026 at Bangkok’s iconic Siam Paragon, marking the start of a wider Asia growth strategy for the premium bakery chain.
The launch, located on the Ground Floor inside Gourmet Eats at Siam Paragon, represents Bread Ahead’s first bakery in Asia and signals the brand’s ambitions to scale across key regional markets through a structured international expansion plan.
Founded in London in 2013 by baker and entrepreneur Matthew Jones, Bread Ahead has built a cult following in the United Kingdom for its freshly filled doughnuts, artisan breads and immersive bakery theatre concepts. The company currently operates six bakery locations across London and has become one of the UK’s most recognisable premium bakery brands.
The Thailand opening is being launched in partnership with Passion Restaurant Group and will introduce Bread Ahead’s signature “Hot Doughnut Theatre” concept to the Thai market. Customers will be able to watch doughnuts being fried, filled and finished live throughout the day, a format that has become central to the brand’s experiential retail strategy.
Unlike its London bakeries, the Bangkok outlet will focus exclusively on Bread Ahead’s bestselling doughnut range, known for its light texture, rich fillings and fresh-from-the-fryer serving style. The store will also feature Thailand-exclusive flavours including Matcha & White Chocolate and Hojicha & Dark Chocolate, tailored specifically for local consumer preferences.
Speaking about the launch, Founder Matthew Jones said: “Bangkok is an incredibly exciting city for food, creativity and hospitality, and Siam Paragon is the perfect home for our first Asian bakery.” He added: “Opening in Asia for the first time is a huge moment for us. It feels like the start of something very special. We’re proud to bring Bread Ahead to Bangkok first, and we see this as the beginning of a much bigger journey, with Thailand leading the way as we expand across Asia.”
The move also reinforces Thailand’s growing appeal as an expansion hub for international foodservice and franchise brands targeting Southeast Asia’s fast-growing premium dining and experiential retail segments.
Bread Ahead has already confirmed that additional Asian openings are in the pipeline, with six more locations expected to open within the next 12 months across major regional cities. The company had earlier announced plans to enter the Philippines as part of its broader international growth roadmap.
The debut at Siam Paragon, one of Thailand’s highest-profile luxury retail and lifestyle destinations, is expected to provide strong visibility for the brand among both local consumers and international tourists. Opened in 2005, Siam Paragon is considered one of Bangkok’s flagship retail landmarks and a major destination for global food and lifestyle concepts.
