Armature Hospitality
ABOUT
US
We’re more than consultants — we’re operators, strategists, trainers, and creatives who know how hospitality actually works.
Built on years of real-world experience, Armature brings together the people and skills needed to turn strong ideas into service-ready reality — in the kitchen, on the floor, and in the boardroom.
HOW WE WORK
Great hospitality doesn’t come from ideas alone – it comes from execution.
That means clear systems, capable teams, and operational support that holds up under pressure.
Working Relationships That Last
We work with businesses over years, not just projects — some of our clients have been with us for a decade. Whether it’s a weekly check-in, long-term oversight, or a sharp reset during a critical phase, our role is always the same: to bring experience, clarity, and momentum where it matters.
For us, that kind of trust — repeat work, lasting relationships — is the benchmark.
WHO WE ARE
Rob Wade — Founder & Managing Director
Rob has spent over a decade helping hospitality businesses connect strategy with execution — from major openings and international brand rollouts to training, kitchen systems, and team development.
With a background as a trained chef and years spent leading teams on the ground, he brings a deep understanding of how restaurants really work — and what it takes to make them work better. His consulting approach is shaped by practical, operational experience and a focus on long-term performance, not quick fixes.
Rob also teaches professional cooking, is a Champagne Academy Scholar (and Golden Magnum winner), and leads Armature’s work on healthy eating and food education. He advocates for a return to confident home cooking and a balanced, wholefood-based diet — without losing sight of the joy in eating.
Charlotte Cumming — Head of Marketing
Charlotte leads our marketing and digital output, ensuring every campaign reflects the reality of the business it supports. With a background in hospitality marketing, food content, and channel strategy, she works closely with our ops team to ensure joined-up messaging from brand to guest.
Charlotte is also an award winning photographer whos work has been shown in the Just Women exhibition in New York (March 2024) and Paris (May 2023), as part of ImageNation.
WHY WE’RE CALLED ARMATURE
The name Armature comes from sculpture — the hidden framework beneath the surface that gives structure and strength to the final form.
That’s how we see our role in hospitality: invisible but essential, translating leadership vision into the systems, behaviours, and standards that shape what your guests actually experience.
Ready to build the structure behind your next move? Let’s talk.
OUR
CLIENTS
Trusted by leaders across the hospitality industry for our direct, transparent and effective approach.
OUR
CLIENTS
Chosen for our results driven ethos. Trusted by leaders across the hospitality industry for our direct, transparent and effective approach.
Let’s Start Something new
Say Hello!
If you have a project you’d like to discuss or any queries about our services, we’d love to chat. Just complete the form below and we’ll get straight back to you.