Toronto police suspect foul play in the disappearance of an upscale downtown restaurant owner.

Friends and family of 36-year-old George Koutroubis are scouring the Greater Toronto Area in hopes of finding the restaurateur.

Koutroubis, who owns a UPS franchise and who co-owns Toronto's Six Steps Restaurant, was last seen by his wife at 7:30 a.m. on Tuesday when he left their Front Street condominium for work.

He drove away in his black, 2008 BMW X5 with an Ontario licence plate BCSS 209. The licence plate cover has a Pittsburgh Steelers logo on it.

Koutroubis called a friend at around 4:45 p.m., telling him he was on his way to Whitby to meet with someone for business. No one has heard from him since.

His family is using the internet to get the word out about his disappearance. A Facebook group has been created to help find the missing man and a friend of the family is using Twitter to get the information out.

A search team of about 50 volunteers was in Whitby last night, going door-to-door with a picture of Koutroubis, hoping to find a break.

Police say there is no indication Koutroubis had any problems in his marriage or any trouble in his business dealings.

Koutroubis and his wife are newlyweds, having married just after Christmas last year.

"This is quite unusual for him," Det. Ron Boyce told ctvtoronto.ca Wednesday afternoon.