ceviche

What ceviche does

Ceviche Family is an independent London-based Peruvian restaurant group founded in February 2012 by chef Martin Morales, operating under the legal entity Ceviche Ltd. The group runs two core restaurant brands — Ceviche (coastal Peruvian cuisine) and Andina (Andean cuisine) — across six London locations: Ceviche Soho (Frith Street), Ceviche Old St (Baldwin Street), Andina Spitalfields (Commercial Street), Andina Notting Hill, Casita Andina Piccadilly, and Andina Bakery at Borough Market. Ceviche Soho pioneered Peruvian dining in the UK and has been Michelin Guide-listed since 2015; the group has been recognized in Time Out's Top 10 London Restaurants for six consecutive years.

The business model is primarily direct-to-consumer restaurant dining with reservation infrastructure via SevenRooms, delivery through Deliveroo, and group/private event bookings (capacities 7-250 guests). Revenue is supplemented by ancillary cultural products: two award-winning cookbooks (Ceviche sold over 130,000 copies across 20 countries; Andina released 2017), gift vouchers starting at £30, culinary masterclasses for up to 12 people, a music label (Tiger's Milk Records), a contemporary art gallery at Ceviche Old St, and a quarterly cultural journal (La Yapa). Pricing is mid-market casual — express lunch £8-12, group set menus £25-45 per person, weekend brunch £21 — with a signature Pisco Sour happy hour (£5, Mon-Thu 4-6pm).

The group is founder-controlled with no disclosed external investment, PE/VC backing, or acquisition activity. Leadership comprises founder/CEO Martin Morales, Managing Director Raquel De Oliveira (the first hire), Group Head Chef Daniel Ribeiro (Le Cordon Bleu-trained, internally promoted since 2014), and Operations Manager Alessio Bascherini. The company emphasizes internal development (over 81% of leaders promoted from within), cultural storytelling through Peruvian heritage, and community engagement via the Amantani charity partnership. Operating status is active but the post-2018 trajectory shows no new openings, with Andina Shoreditch closing in 2021 and a management buyout referenced in news coverage.

Name

ceviche

Legal name

Ceviche Ltd

Website

https://cevichefamily.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Ceviche Family is an independent London-based Peruvian restaurant group founded in 2012 by Martin Morales, operating six locations across the Ceviche and Andina brands with ancillary cookbooks, masterclasses, a music label, and an art gallery.

Ownership category

akta.pro rank

Product category

Peruvian Restaurants

NAICS

Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Family-Style Restaurants (THAFACAC)

akta.pro secondary industry

Restaurant Progressive Dining Tours (THAJAGAB)

Keywords

• Peruvian restaurant dining
• Andean cuisine concepts
• Restaurant cookbook publishing
• Cooking masterclass services
• Private dining events

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Restaurant Dining: Revenue from food and beverage sales across multiple restaurant locations in London, including Ceviche Soho, Ceviche Old St, Andina Shoreditch, Andina Notting Hill, Casita Andina Piccadilly, and Andina Bakery.
2. Delivery Services: Partnership with Deliveroo for food delivery and collection services across all restaurant brands.
3. Group Bookings and Private Events: Private dining room hire and group bookings for celebrations, corporate events, and private parties across all venues with capacities ranging from 7 to 250 guests.
4. Cookbook Sales: Sale of award-winning cookbooks 'Ceviche' and 'Andina' available online and in restaurants. Ceviche cookbook sold over 130,000 copies in 13 languages across 20 countries.
5. Gift Vouchers: Restaurant vouchers starting from £30 redeemable at any Ceviche or Andina restaurant.
6. Masterclasses: Culinary masterclasses teaching Peruvian dishes, drinks, and ingredients, hosting groups or individuals up to 12 people per class.
7. Music and Art Sales: Sales of music through Tiger's Milk Records and Peruvian contemporary art through Ceviche Old St Gallery, with proceeds supporting Amantani charity.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels11 records

Core offering

Ceviche Family is a London-based Peruvian restaurant group operating two restaurant brands — Ceviche (coastal/Lima-inspired Peruvian cuisine) and Andina (Andean-inspired cuisine) — across six dining locations in London (Soho, Old St, Spitalfields, Notting Hill, Piccadilly, and Borough Market). In addition to restaurant service, it sells related cultural products: award-winning cookbooks (Ceviche and Andina), paid cooking and culture masterclasses, gift vouchers redeemable at any restaurant, group/private event hire, a Peruvian music label (Tiger's Milk Records), an in-restaurant contemporary art gallery, and a quarterly journal (La Yapa).

Product overview

Ceviche Family is a London-based Peruvian restaurant group founded in 2012, operating multiple award-winning restaurant brands. The portfolio includes two distinct brands: Ceviche (focusing on Lima and coastal Peruvian cuisine, with locations in Soho and Old St, the latter also featuring an art gallery and music venue) and Andina (celebrating Andean cuisine with locations in Shoreditch, Notting Hill, and Piccadilly's Casita Andina). Beyond dining, the company offers cultural products including two cookbooks (Ceviche Cookbook and Andina Cookbook), cooking masterclasses, restaurant vouchers, a music label (Tiger's Milk Records), and a quarterly journal (La Yapa). The group also provides private dining and event services across all venues.

Differentiator

Problem solved

Functional benefit

Brands

• Tiger's Milk Records: Record company celebrating Peruvian music from punk to funk, chicha to cumbia and folk to electronica
• Ceviche Old St Gallery
• La Yapa

Products and services

• Ceviche Restaurant Award-winning Peruvian restaurant serving dishes inspired by Lima and Peru's coast, featuring small sharing plates and innovative pisco cocktails. Operates as Ceviche Soho (original) and Ceviche Old St (which also houses an art gallery and live music venue). For diners seeking authentic Peruvian cuisine and cultural dining experiences in London.
• Andina Restaurant Modern 'picanteria' restaurant serving healthy food and drinks inspired by the Peruvian Andes. Available as Andina Shoreditch, Andina Notting Hill, and Casita Andina Piccadilly, offering all-day dining from breakfast through dinner. For diners seeking Andean-inspired cuisine and healthy eating options.
• Andina Bakery (Borough Market) Bakery concept at Borough Market serving an array of sweet and savoury Peruvian treats including empanadas, pastries and desserts. For London market shoppers and visitors.
• Group Bookings & Private Dining Private event hosting services across all Ceviche Family restaurant venues with various spaces for corporate events, celebrations, and exclusive hires. Capacities range from 7 to 250 guests depending on configuration, with set menus from £25-£45 per person. For corporate clients, party hosts, and group event organizers.
• Ceviche Cookbook Sunday Times Cookbook of the Year by Martin Morales featuring over 100 recipes including hot and cold dishes, desserts, and cocktails. Winner of Best Jacket/Cover Design at British Book Design and Production Awards. Sold over 130,000 copies in 13 languages across 20 countries. Available online and in restaurants. For home cooks interested in Peruvian cuisine.
• Andina Cookbook Award-winning cookbook featuring over 110 recipes celebrating Andean cuisine with stories, photography, and traditional Peruvian dishes. Nominated for World Gourmand Award and Food & Travel Magazine Book of the Year. For home cooks interested in Andean cuisine.
• Masterclasses Cooking and cultural masterclasses teaching participants about Peru's dishes, drinks, and ingredients. Sessions can host groups or individuals up to 12 people per class. For culinary enthusiasts and group bookings seeking Peruvian food education.
• Restaurant Vouchers & Gift Cards Gift vouchers for all Ceviche Family restaurants starting from £30, redeemable at any Ceviche or Andina location. For gift-givers and diners.
• Tiger's Milk Records Record label celebrating Peruvian music across genres including punk, funk, chicha, cumbia, folk, and electronica. Has released albums, compilations, and maintains a roster of DJs. For consumers of Peruvian and Latin American music.
• Ceviche Old St Gallery Contemporary art gallery showcasing works by Peru's top artists at the Ceviche Old St location. All profits from art sales go to the Amantani charity supporting children in the Peruvian Andes. For art buyers and supporters of Peruvian contemporary art.

Quantifiable outcome

• Michelin Guide listed restaurants since 2015
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

19 partnerships are on record, tiered core, flagship and minor.

• DeliveroocoreChannel Partner/ Reseller/ DistributorDelivery partnership enabling customers to order from all Ceviche and Andina restaurants via Deliveroo platform. Available for both delivery and collection orders across all restaurant brands.
• Tate ModernflagshipStrategic or Co-development PartnerCeviche takeover of Level 9 Restaurant for special weekend residency (7-9 September 2018) during The EY Exhibition: Picasso 1932 – Love, Fame, Tragedy. Featured lunch and dinner service with special menus.
• Borough MarketcoreStrategic or Co-development PartnerParticipation in Auction Against Hunger charity food and drinks party. Andina Bakery concept operates at Borough Market. Ceviche Family served gluten-free Tuna Nikkei ceviche alongside other acclaimed chefs.
• Sotheby'sminorStrategic or Co-development PartnerCollaboration on bringing food, drinks, art and culture to Sotheby's events.
• Evening StandardminorStrategic or Co-development PartnerPartnership on bringing food, drinks, art and culture to events.
• Victoria & Albert MuseumminorStrategic or Co-development PartnerCollaboration on food, drinks, art and culture events.
• GasworksminorStrategic or Co-development PartnerCollaboration on food, drinks, art and culture events.
• Latitude FestivalminorStrategic or Co-development PartnerCollaboration on food, drinks, art and culture at Latitude Festival.
• BestivalminorStrategic or Co-development PartnerCollaboration on food, drinks, art and culture at Bestival.
• Mario TestinominorStrategic or Co-development PartnerCollaboration on events.
• Virgin AtlanticminorStrategic or Co-development PartnerPartnership on bringing food, drinks, art and culture to Virgin Atlantic events.
• British AirwaysminorStrategic or Co-development PartnerPartnership on food, drinks, art and culture events.
• AmantanicoreStrategic or Co-development PartnerCharity partnership where Martin Morales is a Trustee. Works to defend rights of indigenous children and young people in the Peruvian Andes, providing education, nutrition and fair employment. Ceviche Old St Gallery art sales profits support Amantani.
• Action Against HungercoreStrategic or Co-development PartnerRegular charitable partnership working with British-based charities. Ceviche Family participated in Auction Against Hunger events.
• PX+ FestivalminorStrategic or Co-development PartnerParticipation in first hospitality industry festival (24-27 August 2018) celebrating hospitality industry alongside other chefs, bartenders, sommeliers and industry professionals.
• AmathusminorGTM or Marketing PartnerSponsor for Peruvian Independence Day celebrations.
• CusqueñaminorGTM or Marketing PartnerBeer sponsor for Peruvian Independence Day celebrations.
• Pisco 1615minorGTM or Marketing PartnerPisco sponsor for Peruvian Independence Day celebrations.
• Hammerton BreweryminorGTM or Marketing PartnerBeer sponsor for Peruvian Independence Day celebrations.

Scale indicators10 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• Señor Ceviche: Peruvian restaurant group in London explicitly built on ceviche and pisco cocktails, with multiple sites. Direct UK competitor with similar casual Peruvian positioning and cocktail-led identity.
• Hawksmoor: Award-winning independent UK restaurant group with multiple London sites and a strong brand/cultural identity. Comparable on independent restaurant group scale, premium positioning, and London-only footprint.
• Chotto Matte: Japanese-Peruvian (Nikkei) restaurant concept with London and international locations. Overlapping target customer and cultural-dining positioning, with a similar pisco/market-driven cocktail program.
• Lima (London): Direct Peruvian restaurant peer in London from the same chef/team lineage as Chicama, offering a fine-dining Peruvian concept. Competes for the same Latin/Peruvian dining guest in the London market with overlapping ceviche and pisco-led menus.
• Dishoom: Multi-site independent London restaurant group with a strong cultural-narrative brand, cookbook publishing, and consistent award-winning positioning. Closest comparable in terms of brand-led independent restaurant group model in the UK.
• Brigadiers / JKS Restaurants: Independent London restaurant group operating multiple branded concepts (including Brigadiers, Gymkhana, Trishna). Closest analogue in multi-brand, cultural-narrative independent restaurant group operating model in the UK.
• Pachamama London: Independent Peruvian-inspired restaurant in London with similar East End/Soho positioning. Targets the same cultural-dining diner with a Peruvian-led menu and cocktail program.

Broad incumbents

• D&D London: Large UK restaurant group operating multiple upscale London venues and event spaces. Comparable in scale of multi-venue operation and corporate/private event capability, though broader cuisine portfolio.
• The Restaurant Group: Publicly listed UK multi-brand restaurant operator with casual and concession dining concepts. Provides a benchmark for UK restaurant group economics and a potential roll-up acquirer of independent groups like Ceviche Family.
• Soho House & Co: Global membership-based restaurant and hospitality group with multiple London venues. Broader incumbent in the cultural dining and private events space, with overlapping group-booking and partnership ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/cevicheuk
• Facebookfacebook.com/CevicheUK
• Instagraminstagram.com/cevicheuk
• LinkedInlinkedin.com/company/ceviche-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ceviche