Cult Borough Market business claims it's been asked to leave as it's 'too successful'

A popular stall in London’s bustling Borough Market has allegedly been advised to stop trading due to it being deemed ‘too succesful’.

Considered one of the best food markets in the world, Borough Market on London’s south bank is a tourist honey trap.

Customers can grab fresh oysters, stuffed pastrami sandwiches, and chicken shawarma wraps from various food vendors, as well as handmade pastries, bao buns, and bottles of natural wine.

One of the area’s greatest success stories is Bread Ahead, a 2013-founded bakery specialising in delicious doughnuts and sourdough bread.

Founded by Matthew Jones, whose intentions have always been to ‘bring delicious and nutritious breads to people who love good food’, Bread Ahead has been based in Borough Market since the very start.

The company has grown over the years, opening sites and cooking schools in Chelsea, Battersea Power Station, Harpenden, Jeddah, Dubai, and more.

However, according to Bread Ahead, its growing success could have put its spot at Borough Market at risk.

Bread Ahead ‘too successful’ to stay at Borough Market

Taking to Instagram on Thursday (10 September), Jones reported: “Borough Market recently informed us that they want Bread Ahead to wind down its operations.

“This would mean the loss of 83 jobs, the effect on the families of all our wonderful and dedicated employees who have given everything to the business.”

Jones continued, claiming that he had been ‘100 percent committed to my business at every level’ and that he was ‘starting to think the UK has completely lost its ability to make any kind of sensible decisions’.

“Who in Gods name would anyone what to shut down a wonderful thriving part of a local and international community?”

After urging customers to come see his team at the Borough Market spot, the businessman added: “It is my legal responsibility as a business owner to protect my business and the staff in every way I can , and trust me, I will do whatever it takes.”

Borough Market statement

Borough Market told FOODbible that its relationship with both active and former traders are 'really important'.

"No matter how long businesses are with us for, we value their contribution to making Borough Market what it is.

:As a responsible landlord, our decisions around lease renewals are made through a formal process and communicated to the trader well in advance of the expiry date. We continue to be in contact with the Bread Ahead team about their future at the market, but as discussions relating to individual tenancies are confidential it would not be appropriate to comment on the specific details of this case."

The spokesperson added: "Our approach is to apply these processes fairly and consistently, while ensuring Borough Market continues to evolve and thrive as one of London’s leading food destinations where independent businesses can thrive."

“I feel like everyday is the 1st April”

Fans have come out in droves to support Bread Ahead following the reported impending closure news.

“That is crazy, there are people who only come to Borough Market to visit Bread Ahead and then get to see everyone else there. You have raised the whole markets profile and this is how they repay you?,” replied one disgruntled Instagram user.

A second said: “I feel like everyday is the 1st April, this is mad!”

“Different scale but seems so many of us in the industry are going through similar situations,” a third reported.

Someone else has defended Borough Market’s apparent decision, claiming Bread Ahead’s expansion throughout London and beyond has ‘successfully outgrown’ its Borough Market spot.

“[It] has always been the business model to help businesses grow,” they wrote.

“But don't look at it as a negative thing might be a good idea to get them to give you extended few months to find a new location near the area. Borough Market business model has always been to help small businesses to grow then move out that has never changed over the years.”

Another echoed: “I sympathise, but sadly at the end of the day, your business model and the location required strict guidelines of independent businesses with possibly one or two other branches.”

Another Borough Market site is at risk of closure

Hot Dinners reported that Maria's Market Cafe, which has been trading in the market since the early 1960s, is also currently battling a decision not to renew its lease.

"The future's looking quite bleak. There's already a sense of loss, remorse and confusion,” Emma Leyton told the BBC.

In response, Borough Market said: "Decisions following a lease expiry are made through a formal review process that considers a range of factors.”