About Matt Green-Armytage
Hospitality experience grounded in ownership, kitchens, people, compliance and profit.
Profit Point Hospitality applies more than 30 years of hospitality experience—and the first-hand lessons of creating, owning and operating independent venues—to the commercial pressures clients face today.
Discuss your businessThe Crooked Well: built and operated from the ground up
Matt and his business partner acquired The Crooked Well in Camberwell, London, in 2011, negotiated the lease, completed the legal and bank-funding process, managed a four-month refurbishment and opened the independent neighbourhood gastropub. They co-owned and operated it for approximately 14 years; at its strongest, annual turnover exceeded £1 million.
The responsibility covered food and beverage performance, suppliers, purchasing, menus, staffing, wages, food safety, service, maintenance, cash flow and the constant commercial decisions required to keep an independent operation trading successfully.
“urban-rustic food and cool interior”
Jay Rayner — The Observer
National recognition as supporting evidence
The Crooked Well and The Perry Vale received national and London press coverage, including The Observer / The Guardian, The Independent, The Telegraph, The Standard and Time Out London. These publications reviewed the venues—not Profit Point Hospitality. The coverage supports the operating history behind PPH and the work required to build and sustain independent hospitality businesses.
The Perry Vale: a second independent restaurant concept
The Perry Vale in Forest Hill, London, was created as a second concept by the team behind The Crooked Well. Matt and his business partner again dealt with the acquisition, lease, legal process, bank finance, business plan, budgets, refurbishment, commercial-kitchen installation, suppliers, recruitment, systems and launch.
This was a separate development and opening story. It is not presented as another 14-year operating history.
“a smart, stylish bistro with a proper sense of occasion”
Time Out London
Venue openings from the ground up
Earlier experience with Millers Collection included creating and launching The Queen's Arms in East Garston, Berkshire, and running it as Head Chef and Chef Patron. Matt was also involved from the pre-opening build stage at The Anchor in Lower Froyle, Hampshire.
How the experience became Profit Point Hospitality
Years spent managing supplier increases, GP pressure, labour costs, menu pricing, waste, purchasing controls and customer expectations showed that commercial performance depends on connected operational systems—not isolated spreadsheets or theoretical advice.
PPH turns that experience into practical digital products, operational systems, performance tools and specialist hospitality advisory. The products can stand on their own, and advisory is available separately when experienced human input adds value. Technology provides visibility and control; founder-led advice brings interpretation, judgement and an understanding of how hospitality businesses work under pressure.