Bread Ahead to open flagship Leicester Square bakery with late-night sourdough pizza and torched doughnuts
Bakery Bread Ahead will open a new flagship store in Leicester Square, London, on the 11th of December 2025. The site, located within the recently developed Market Place dining hub next to the Odeon Cinema, will be the first of its kind for the brand to offer late-night service, with sourdough pizzas and freshly torched Crème Brûlée doughnuts available until 10 pm. The expansion aims to cater to evening crowds of theatre-goers, cinema audiences, and tourists in one of the capital’s busiest areas.
The bakery will also introduce new seasonal offerings throughout the year. The site’s street-level frontage will allow it to serve customers directly onto the Square, a move that reflects the brand’s intention to integrate with the area’s vibrant street life and late-night culture.
The sourdough pizza selection includes a variety of options such as a classic Margherita with basil, cheddar and mozzarella, pepperoni, spicy Italian sausage with ricotta, red onion and hot honey, and a vegetarian option with roasted aubergine, pesto and feta. All pizzas are baked to achieve a blistered crust and chewy base, with toppings that change according to seasonality.
The Crème Brûlée doughnut, the brand’s hero product, has gained international attention and popularity on social media. At the new location, each doughnut will be torched to order, offering a theatrical element to the experience.
Matthew Jones, founder of Bread Ahead, said: “Leicester Square is one of the most dynamic places in London, and we are thrilled to be opening our flagship bakery here with the Market Place team. Being able to serve our sourdough pizza and Crème Brûlée doughnuts late into the evening feels like a natural next step for Bread Ahead. We love the idea of welcoming people after a film, a show or a night out, and giving them something warm, indulgent and unmistakably Bread Ahead to enjoy. It is a fantastic moment for us, and we cannot wait to open our doors.”
Bread Ahead currently operates multiple sites in London and abroad, including 12 bakeries in the Middle East. The company has also announced plans to open additional locations in Asia and Europe, with a flagship New York branch scheduled for early 2026. The Leicester Square opening represents a strategic step in expanding the brand’s presence in high-footfall, central urban locations.
Food Desk
For further information, visit Bread Ahead’s website here.
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