British bakery brand Bread Ahead is ramping up its Asian expansion with the launch of its first Thailand store at Siam Paragon on 30 May.
The Bangkok debut, in partnership with Passion Restaurant Group, marks the start of the brand’s broader regional growth strategy, with plans to open six additional locations within the next 12 months.
Located on the Ground Floor in Gourmet Eats, the store will introduce Bread Ahead’s ‘Hot Doughnut Theatre’ concept to the Thai market, offering customers freshly fried, filled and finished doughnuts prepared live throughout the day.
The menu will focus on Bread Ahead’s exclusive doughnut range, alongside two market-exclusive flavours: Matcha & White Chocolate and Hojicha & Dark Chocolate.
“Bangkok is an incredibly exciting city for food, creativity and hospitality and Siam Paragon is the perfect home for our first Asian bakery,” said Bread Ahead Founder Matthew Jones. “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. It’s an incredibly exciting time for the brand and we can’t wait for what comes next.”
Founded in 2013, Bread Ahead has grown into one of the UK’s most recognisable brands with six bakery sites across London. The brand also announced a plan to expand into the Philippines last year.
