‘I have no interest in that': Viral Dubai chocolate a ‘gimmick', Bread Ahead boss says

Arabian Business

04-04-2025

While Dubai's chocolate-pistachio-kunafa treat is currently taking social media by storm, Bread Ahead founder Matthew Jones has dismissed the fusion of these viral flavours into other desserts as merely a 'gimmick.'
Jones, who runs one of London's most popular artisan bakeries emphasised that his bakery — now expanding across the Middle East with its own hit creme brûlée doughnuts — would continue prioritising traditional methods and 'real flavours' over following trends.
'I personally have no interest in that. It is just a gimmick – we are a traditional business, so we stick with real flavours and seasonality, as well as consistency in what we do. We do not develop things for the sake of it, and just because somebody else is doing something, does not mean we also should,' Jones told Arabian Business in an exclusive interview.
His comments come as the viral Dubai chocolate continues to dominate social media, with influencers and food bloggers experimenting with new ways to incorporate its signature flavours into creative confections, and were made on the sidelines of Bread Ahead's third Dubai location opening at City Centre Mirdif.
Bread Ahead boss welcomes 'healthy' competition amid Middle East expansion
But where does Jones' Bread Ahead fit among local, upcoming artisan bakers like bkry, Home Bakery and more?
'We are quite unique in what we do. There is such a huge market for bakery offerings right now, and it's healthy competition – so it's good, I love to see them,' he said.
Nevertheless, Bread Ahead is rapidly establishing itself as a major player in the Middle East's premium baking scene, with three Dubai locations already serving its famed doughnuts.
'Dubai is such an important city, you know, it is that real crossroads between Europe, Asia and India. There are so many people who come through Dubai – it is just growing and growing. It's really seen as the hub of the Middle East,' Jones said.
'We have identified that demand for it, [Bread Ahead] is very good among the local community, and there are a lot of Emiratis who actually live in Mirdif, so we always try and get a mix of both local and expat customers.'
The bakery currently operates nine locations across Dubai, Riyadh, and Jeddah, with plans to reach 12 locations and three bakery schools by mid-2025.
'We are looking at Abu Dhabi and Sharjah,' Jones revealed when asked about plans to expand in other Emirates. 'We will open 10 locations here for sure over the next two to three years,' he said, adding that more staff would be recruited along the way as well.
Local ingredients drive success at Bread Ahead
Aside from its famed doughnuts, artisan sourdough breads, and pastries, Bread Ahead incorporates local flavours such as Za'atar into its menu offerings.
'We create seasonal specials and are always developing new products, which is why we are seeing huge demand and opening more outlets,' he said.
However, Jones also wants his customers to be aware of what Bread Ahead stands for.
'The education element of what we do is very important—we run bakery workshops and other initiatives as part of our mission to get people baking, to help them understand food, and to appreciate the creativity behind baking,' he concluded.