Independent bread shop Bread Ahead has opened on Chiswick High Rd. The bread shop, owned by baker Matthew Jones, is at 316 Chiswick High Rd, where Clifton News used to be.
Matthew has built a strong reputation as a traditional baker, opening up in Borough Market in 1998 and building up a wholesale bakery, with two retail outlets in Sloane Square and in Beak St, Soho. He also teaches bread making courses.
He told The Chiswick Calendar:
“We’ve had to make some radical adjustments. We were supplying lots of cafes and hotels in central London but the wholesale business has stopped, the teaching has stopped, though our courses have gone online and we’re doing a lot of online deliveries”.
He, like other businesses which have supplied central London, have turned to the outskirts of London for their salvation and central London’s loss is our gain. Bread Ahead makes traditional bread, “simple” bread, he says, made with British flour ground in Chelmsford.
Matthew, who left school at 15 to become a chef, and cooked for Michelin starred restaurants before starting out on his own, says for him “it’s all about the flavour”.
Images above: Matthew Jones, owner of Bread Ahead
Chiswick a “good food” area
He chose Chiswick, he says, because he’s “always known Chiswick as a good food area” and at the moment the Chancellor’s holiday on business rates combined with the competitive market in rents makes opening a shop on a short lease an attractive proposition. He is “testing the water” with a three month lease. “There are some very keen landlords at the moment” he says. He has opened the shop just ten days after signing the lease.
Passing on the savings
Matthew says he has been able to pass on the savings by putting his prices down. A coffee is £2.50 and croissants £1.50.
“We’ve had amazing support” he says. “People have come in the first day and come back every day”.
Read more stories on The Chiswick Calendar
See also: Green shoots appearing in the High Rd