Ceru, the new Mediterranean/Middle Eastern concept from Barry Hilton, the former operations director at Yalla Yalla and Black & Blue, has secured its first site in London’s Fitzrovia, M&C Report understands.

The new concept, which is backed by Stephen Gee, chairman of Carluccio’s and Busaba Eathai, is to operate a six month pop-up in Rathbone Place.

Hilton has launched an Enterprise Investment Scheme (EIS) to raise the funding to enable him to open the first three sites under the new format in London.

Geeis one of the initial backers of the project.

Hilton is seeking units of 2,000sq ft for the new venture, which will be aimed at the fast casual market with a price point of c£11-£12.

Ceru was launched as a pop-up earlier this year at Henley Regatta and is set to appear at the Gay Pride festival in Brighton and the Richmond Festival later this summer.

Emma Flathers at DCL acted on the Rathebone Place deal.