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George Koutroubis, owner of Six Steps Restaurant on Colbourne Street, was last seen on Tuesday at 7:30 a.m. (Photo courtesy of Toronto police)

The family and friends of a missing Toronto restaurant owner have launched a massive online and in-person search for the missing man.

George Koutroubis, owner of Six Steps Restaurant on Colbourne Street, was last seen on Tuesday at 7:30 a.m. near Front Street and Blue Jays Way, police say.

However, friends of the missing man say they have received reports he contacted someone from his cellphone later that day while driving in Whitby.

The 36-year-old is described as white, five foot eleven and 230 pounds with brown eyes and short, black, receding hair. He was last seen driving a black, 2008 BMW X5 with Ontario licence plate BCSS 209.

Police say they are concerned for his safety, and his friends have organized a search in areas of Toronto and Whitby. They are posting up-to-date information on Twitter in hopes that the site's users will have information on his whereabouts.

According to the Twitter posts, Koutroubis' vehicle also remains missing. It is reportedly decorated with a Pittsburgh Steelers license plate border.

Six Steps is an upscale Italian restaurant located near Yonge and King Streets. It has been open since 2007.

Anyone with information is asked to contact Crime Stoppers anonymously at 416−222−TIPS (8477).