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"for the love of good food & beverage"

Based in Johannesburg A Moveable Feast has been delivering exceptional service to clients since 2014.

Consultancy: Welcome

Custom Made Solutions To Enable Owners To Change Their Outlook On How to Successfully Run A Business & Appreciate Maximum Profitability

Simple, Honest & Experienced Mentoring

We offer an impressive portfolio of professional services. Whatever your needs may be, we can make it happen. Get in touch with us today.

Consultancy: Welcome

Turnover Is For Vanity, Profit Is For Sanity


My Venue Is Busy

Waitrons Keep Taking Orders...

The Kitchen Is Cooking Food...

The Bar Is Pouring Drinks...

3rd Party Delivery Services Keep Collecting...

Tables Keep Turning...

Loyal Patrons Keep Returning...

These days Turnover really is for Vanity...Profit is for Sanity 

How Sane are you with your Business?

Consultancy: Services

The mission of AMF is to fuel your Vanity whilst giving you Sanity

During the mentoring process work will be done in, as well on the business to accertain it's true potential

Once realized a methodical plan of action can be be executed 

Consultancy: Services

Colin Dick

Owner : The Same Shack
+27 63 292 3516

When Dean started with us we knew we had good turnover but we did not know how much net profit we were making, let alone what are break even point was.
During his time with us he deconstruct the entire food menu, linking with a recipe to the POS, formulated COS and instigated portion control.
With all this information at hand Dean was then able to, produce a definitive Profit & Loss document, make financial projections for the forthcoming year. As he was now aware of the operational needs, SOP'S were produced.
With the menu review imminent his theoretical GP% sheets were invaluable to adjust pricing to a level we were comfortable with. A brief was given, designer nominated and he has given us input into layout and order


Ian Stewart

+27 83 2281994

I appointed Dean Appleton from A Moveable Feast to compile a forensic report on a bar, in Boksburg, which I have shares in.

He was assigned to report on the following

  • A detailed P&L with comments and recommendations

  • An analysis of the historical, current and future of the business

  • An analysis on the Management of the business by the other shareholders to date, with recommendations

Over a two week period he diligently and methodically compiled his report. Meeting with accountants, Point of Sale representatives, stock control analysts, event organizers, FOH & BOH staff, Management and fellow share holder to ascertain the true standing of the business.


Once established a concise report with recommendations for each section was compiled. The bullet point conclusion was an extremely useful tool to move forward and grow the profitability of the operation.



Ryan du Toit

Dutwaa Creative Agency

+27 82 9405420

I have been working with Dean since March of 2019 on four different projects, from my side being the creative agency behind the brands.

His knowledge and understanding of the restaurant industry is obviously a culmination of over 25 years of experience and I have noticed he is always offering sound advise based on that.

With such a diverse brief in the different ventures Dean’s input was tailored to suit each need.

He posses strong operational skills within an organization to ensure the fluent running of the business


Larry Hodes

Owner : Arbour Cafe/Voodoo Lily/Calexico/The Dark Kitchen

+27 82 8051573

Consultancy: Testimonials
Consultancy: About


When AMF first started working on my businesses the Cost of Sales were running well over 50%. Dean was able to pinpoint the failures and correct, guiding the senior staff in their errors and implement procedures to improve the peformance. His weekly visits and reports gave me a perspective and insight into each unit. 

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A Moveable Feast was founded in 2014 with a single mission: to be the most successful, creative and ground-breaking  agency in South Africa, within hospitality . We approach each of our clients with fresh eyes to develop customized, unique strategies.

AMF is the brain child of Dean Appleton a hospitality professional, operator, trainer & driver of best practice and profitability for over 25 years.

After completing his City & Guilds of London NVQ in England he enbarked on an illustrious career in London, culminating in being appointed GM of the criticaly acclaimed restaurant in Shephards Bush called Snows on the Green.

Relocating to South Africa in 2002 Dean has worked for most of the main stream franchises including Spur, Wimpy, Food Lovers Market & John Dory's as well as independents.

Being appointed as a training store with Spur has given him the prepartion and education to fuel his passion.

Most recently in Johannesburg he has been involved with launching a brand and business model called The Dark Kitchen. A forerunner of delivery only, non shop fronted outlets.

Consultancy: About

Contact Us To Turn Your Vanity Into Sanity

+27 62 122 7691

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Consultancy: Contact
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