When Jim Winecoff opened Mona Lisa Pasta in 2001, his résumé had little to do with ravioli, sauces, or catering. A self-taught cook, Winecoff had spent about nine years as a cabinetmaker before seeing an opportunity to enter the food business without committing to the late nights of running a traditional restaurant.
He patterned Mona Lisa after Pasta & Provisions, a Charlotte business he became familiar with while his parents lived there. Fresh pasta, ravioli, and sauces to take home formed the foundation, but over 25 years, customer demand helped shape Mona Lisa into an Italian market, lunch destination, and catering business.
“Food is a common denominator in people gathering, and I like being a part of that,” Winecoff said.
Catering now accounts for approximately 15 to 20 percent of the business, with everything from office lunches and University of Virginia events to weddings and rehearsal dinners. Mona Lisa specializes in approachable drop-off catering, offering dishes such as lasagna, salads, sandwiches, antipasto, and dessert platters. Winecoff works directly with customers to determine quantities and accommodate needs, including vegetarian and gluten-free options.
Within the shop, the focus remains on convenience without sacrificing quality. Ravioli, sauces and many prepared entrées are made in-house with what Winecoff describes as “all-natural, real ingredients.” Meanwhile, shelves and cases are stocked with Italian meats, cheeses and specialty products alongside an extensive wine selection, some of which customers can come to sample each Friday night.
“We’re a cross between going to the grocery store and being served in a restaurant,” he said. “We’ve done the hard work. You just need to reheat it.”
After decades of experimenting with varieties and flavors, Winecoff has learned when to simplify, concentrating on the products customers return for most. He credits a strong staff, including employees who have remained for 15 years, with making the business easier to manage, especially as he looks toward eventually spending more time at his North Garden farm.
For now, Mona Lisa continues serving the same role it has cultivated for decades: making good food easier when life gets busy.
“Don’t feel like cooking tonight? We have a lasagna in the fridge,” Winecoff said. “Life gets hectic, and we’re here to help with that.”
"Don’t feel like cooking tonight? We have a lasagna in the fridge. Life gets hectic, and we’re here to help with that."