Thanks to Twitter and pop up restaurants, Martin Morales, one of the founders of Apple iTunes in Europe, has raised just over £1m toward the launch of his new Peruvian restaurant and bar concept, Ceviche. Morales, who launched and managed iTunes stores across 16 European countries before becoming a restaurateur, told M&C Report that the concept had generated investment from a number of “high profile figures from the entertainment, media and hospitality sectors” and is poised to open in early 2012. He said: “I started cooking when I was 11 and have been on a mission to bring Peruvian cuisine to the UK for the last 10 years. The fantastic feedback from twitter and our recent pop up restaurants gave us the confidence and investment as well as help in finding our head chef for our new restaurant". Peru-born Morales who grew up into a restaurateur family, is close to securing a site in the heart of London’s Soho for Ceviche, which he says will becomes the capital’s “first authentic Peruvian restaurant to capture the Peruvian cuisine explosion happening in other parts of the world”.