Apoy is a London-based Filipino BBQ and street food concept, launched in 2023 and founded by Budgie Montoya (ex Dean Street Townhouse and Restaurant Story.)
Since appointing Prysm Financial to seamlessly manage the restaurant’s finance function, Montoya has better financial visibility and can now refine the model to maximise profitability and set it up for further growth, including potential new sites.
Bringing Filipino Cuisine To London
The Filipino-born Montoya began his career in hospitality after moving to London in 2012 and building up an impressive range of cooking positions at several restaurants, including commis chef at Dean Street Townhouse and demi chef de partie at Restaurant Story.
Montoya further built up his reputation in the industry by setting up a supper club and pop-ups (including a year-long residency on Heddon Street in Mayfair), both under the Sarap name, to demonstrate his love of Filipino cuisine. He has also been featured on BBC Two’s Great British Menu, championing Filipino food to a wider audience.
After several years of testing his Filipino recipes and concepts, Montoya launched Apoy, his first permanent restaurant, at Market Halls in Oxford Circus.
The food offering at Apoy is authentic Filipino fare with a modern twist. Barbecue skewers feature prominently, topped with unique sauces, crafted from 7 Up, banana ketchup and soy sauce glaze.
Other dishes include fried chicken skins and soy braised chicken, the unofficial national dish of the Philippines. Vegan options, such as soy-glazed aubergine and coconut kale, are also available.
Implementing Strong Financial Controls
Prysm Financial’s outsourced finance department implemented leading technology solutions to greatly reduce unnecessary financial admin as well as straightening and streamlining Apoy’s financial processes to deliver clear, robust and accurate reporting.
Restaurant specific reporting means Apoy continues to maintain strong margins by rigorously tracking and improving ingredient, consumables and staff costs.
Growing with Prysm Financial
Apoy are now primed for expansion, with their model suited to scaling to additional sites, whether through taking on external investment or out of their cash flow and with debt finance.
Prysm Financial continues to support Apoy by providing robust and regular reports, benchmarking them against other operators, and having frequent meetings delivered with an FD level of support.
”Bhimal, Tahir and the wider team are an incredible resource for restaurants. It's not just a basic accounting service - they bring valuable advice, and genuinely care about the success and growth of Apoy.
- Budgie Montoya, Founder of Apoy
Specialist Restaurant Accountants
With over 30 years of combined experience, our digitally-enhanced finance function provides restaurant and hospitality entrepreneurs with financial clarity and specialist advice to navigate past obstacles, identify opportunities and growth with confidence.
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