Lure Fishbar anchors its acclaimed seafood and sushi program with an exceptional raw bar, rotating oyster selections and market-fresh fish alongside downtown New York's most legendary burger. The menu, designed for both the devoted regular and the first-time guest, features signature dishes including crispy rice, Asian red snapper and crab uni bucatini. Chef Preston Clark rounds out the menu with a selection of prime steaks for meat lovers, all complemented by an extensive wine list. Set beneath the cobblestones of Mercer Street in the heart of SoHo, Lure is one of New York City's longest-running and most beloved restaurants.
Join us for lunch, dinner or one of SoHo's most celebrated brunches, featuring the full menu alongside dim sum specials.
Upcoming Food and Wine Events
Monday, May 5th
Five Courses, Seven Wines. 195 per person
Anne-Charlotte Melia-Bachas and Laurent farm 20 hectares organically, with century-old vines. The house style is lifted and precise — more aromatic clarity than weight. If you know southern Rhône mostly through power, this is the other side of the coin.
The pour runs from grower Champagne through three expressions of CdP: the flagship Rouge, Le Puy Rolland (single-vineyard, old-vine Grenache), and Legend, the estate's top cuvée.
Menu by Chef Preston Clark
I.Salmon & Scallop Tartare — crème fraîche, caviar, cucumber Wine: Vazart-Coquart Grand Cru Blanc de Blancs
II.Seared Diver Scallop — cauliflower, black truffle, parsley Wine: Château de la Font du Loup Côtes du Rhône Blanc
III.Mushroom & Burrata Risotto — roasted tomato, basil, aged parmesan Wine: CdP Rouge
IV.Grilled Wagyu Filet & Foie Gras — white asparagus, king trumpets, mustard greens, madeira Wine: Le Puy Rolland · Legend
V.Strawberry & Rhubarb Tasting — linzer tart, rhubarb sponge cake, crème fraîche ice cream Wine: Vazart-Coquart Grand Cru Demi-Sec
Mercer Street Hospitality
Founded in 1993 by entrepreneur John McDonald, Mercer Street Hospitality (MSH) is a New York City-based boutique hospitality group with deep roots in the heart of SoHo. What began with the opening of the neighborhood's iconic MercBar has grown into a curated collection of some of downtown Manhattan's most celebrated restaurants and bars — each with its own distinct identity, united by a shared commitment to exceptional food, drink, and genuine hospitality.Today, MSH owns and operates a diverse portfolio of venues including Lure Fishbar(New York & Chicago), Bowery Meat Company, Bar Mercer, Cha Cha Tang, Smyth Tavern, Galerie Bar, and Seahorse at the W New York – Union Square. Together, these brands span the full dining spectrum — from coastal seafood and upscale steakhouse dining to neighborhood taverns, wine bars, and inventive cocktail lounges.For over 30 years, Mercer Street Hospitality has remained grounded in its original ethos: create places people want to return to, again and again.
