We caught up with the brilliant and insightful Katerina Loufas a few weeks ago and have shared our conversation below.

Hi Katerina, thanks for joining us today. So, what do you think about family businesses? Would you want your children or other family members to one day join your business?

Having been in family businesses for most of my life, I’ve experienced firsthand the incredible benefits and challenges they bring. On the one hand, it’s rewarding to run an establishment that serves customers and becomes a vital part of the community. There’s a real sense of pride in building something meaningful with family, and the trust and shared vision that comes with that are invaluable.

However, the sacrifices are just as real. Running a family business often means long hours, constant commitment, and missing out on personal time, whether it’s moments with friends, family gatherings, or even monumental events like weddings. The line between personal life and work can easily blur, and there’s always the pressure to uphold the legacy.

Still, it’s a unique experience—there’s nothing quite like seeing how your hard work brings joy to others and knowing it’s something you’ve built together with the people you care about most. Some of my absolute favorite memories are with my family and friends at one of our many family businesses that we have had over the years and I wouldn’t change it for the world.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi!
My name is Katerina Loufas, and I have the pleasure of running Unwine’d in San Francisco. We’re a neighborhood restaurant and wine bar located in West Portal, specializing in Greek and Italian wines and cuisine. A little bit about my background: I graduated from the University of San Francisco and initially pursued a career in tech, working for Order Ahead, a company that helped customers pre-order meals from local restaurants. However, when the company was acquired in 2016, I found myself at a crossroads.

At the time, I was trying to carve out my own path away from the family business, but when my parents’ restaurant faced a staffing shortage, I stepped in—and that’s where my journey into hospitality truly began. I spent several years learning the ins and outs of running a restaurant, working closely with my family, and gradually developing a passion for the industry.

My involvement with our restaurant, Orexi, introduced me to the world of wine, particularly through wine tastings with my dad. It wasn’t long before I found myself fully immersed in hospitality and wine. When Orexi closed its doors on December 31st, 2021, I faced a familiar decision: Should I continue in the family business or pursue my own path? Ultimately, I chose to stay, and Unwine’d became the next chapter of my career.

Unwine’d is the first business where I’ve been involved from the ground up, from selecting the point-of-sale system to curating our very first wine list. After navigating those early challenges, I realized the need for entertainment to enhance our guest experience, and today, I’m proud to say that Unwine’d has become a go-to neighborhood spot with great food, a complementary wine list, and lively monthly events.

Our monthly comedy nights have been a particular highlight, attracting a diverse crowd and introducing new guests to our space—especially younger audiences who might not have discovered us otherwise. This journey has been one of the most challenging, yet rewarding, experiences of my life, and I’m grateful for everything I’ve learned along the way.

Where do you think you get most of your clients from?

Since Unwine’d opened in 2022, we’ve been fortunate to welcome a growing number of regulars who come in to enjoy our food and wine. Our 12+ years in the neighborhood prior to opening Unwine’d helped us build incredible relationships with our guests, and once word spread that we were back with a fresh business model, our loyal following quickly returned to support us. Many were excited to hear that our chef from the previous restaurant had joined us, and that several beloved menu items from our old place made their way onto the new menu.

Our social media platforms have also played a key role in expanding our reach. Surprisingly, TikTok has become a fun and rewarding tool for attracting new guests. I collaborate with a fantastic team member who shares my passion for the platform, and together, we create playful, trend-driven videos that resonate with viewers. Engaging with guests on social media, and connecting with influencers and local personalities, has been instrumental in bringing more awareness to our hidden gem in the neighborhood.

How did you build your audience on social media?

Social media was something I never expected to have such a positive impact on my business, but it has become one of the most rewarding—and fun—parts of my job. I’m incredibly grateful to have a team that supports my wild ideas. Whenever I stumble across a trending TikTok, we dive right in and film it. The best part is, we have so much fun in the process that we often forget we’re putting it out there for the world to see. TikTok’s algorithm is unpredictable—you never know if a video will go viral or flop, and while it can be frustrating, it’s all part of the game.

It’s also interesting to see the generational divide between TikTok and Instagram. Sometimes, a video I think will take off on TikTok ends up performing much better on Instagram. I chalk a lot of that up to the difference in audiences—TikTok tends to skew younger with Gen Z, while Instagram feels more personal and is popular among millennials and older generations. Plus, Instagram allows us to connect more directly with regular guests. When someone follows us, they’re more likely to see our reels pop up in their feed, unlike TikTok’s “For You” page, which is driven by trends. As a result, we get more feedback from guests on Instagram, both in person and through messages, than we do from TikTok.

The best advice I’ve ever received—and the advice I live by—is to be silly and have fun with it. Ironically, the less you focus on promoting your business or product directly, the more people will engage with you. It’s all about being authentic, having fun, and letting your personality shine through.

Contact Info:

• Website: https://unwined-sf.com/
• Instagram: https://www.instagram.com/unwinedsf/?hl=en
• Other: TikTok : https://www.tiktok.com/@unwinedsf

Image Credits

All photos are mine