Starting a first business, particularly a restaurant in San Francisco, often comes with unexpected challenges. For AJ and Lyndsey Lozano, who launched Grind & Unwind in May after taking over the location of the now-closed Citrus Club, these challenges included operating costs, permit delays, and the usual bureaucratic hurdles. However, one of the most surprising obstacles was the backlash from local residents regarding their window display featuring AI-generated images of their menu items.
The couple’s restaurant has a diverse offering that ranges from coffee and pastries in the morning to pub fare and beer in the evening, tapping into Lyndsey's background in running a microbakery and AJ's passion for bar ownership. Their signature dishes, like banana bread and chocolate chip cookies, have quickly become local favorites.
Unfortunately, the Lozanos faced harsh criticism online when they showcased AI-generated images as part of their marketing. A Reddit post titled “Yum, slop,” which gained significant traction with over 670 upvotes, highlighted the community's disdain for these visuals. Comments ranged from disdain for the AI images to humorous comparisons, such as the focaccia resembling a “loofah” and a drink being described as if it were “in fishnet stockings.”
“It created quite a stir on Haight Street, which has its pros and cons,” noted Lyndsey Lozano. What they didn't anticipate was the severity of the negative response.
The Lozanos had intended for the AI image display to be temporary while they managed responsibilities at home with their three young children. On July 2, however, Lyndsey arrived to find graffiti on the awning, including the word “seriously” scrawled in red, which added to their frustration.
AJ felt disheartened by the situation. “I want people to come to our restaurant, but I question why this has evoked such a strong reaction,” Lyndsey said. “Is the imagery truly that offensive?”
The closure of the Citrus Club after decades in business may have made the local community wary of new arrivals. “We jumped at the chance when the space opened up and didn’t have much time to prepare, which might have left people wondering, ‘What happened to Citrus Club?’” said Lyndsey.
On July 6, the Lozanos decided to remove the AI-generated images from their display and covered up the graffiti, at an estimated cost of over $700. They've since replaced the display with LED lights and a showcase for their homemade pastries. Business is beginning to improve as they’ve recruited additional kitchen staff and are preparing to introduce new offerings like a smashburger. The couple also has plans to engage the community through events like pasta-making classes and paint-and-sip evenings.
In light of these experiences, Lyndsey expressed her desire to move past the incident. “We just want to focus on serving quality food and making Grind & Unwind a welcoming place for locals to gather.”
