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Nearby points of interest

  1. Distance: 0.03mi
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  4. Distance: 0.17mi
  1. Distance: 0.03mi
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About Lure New York

Contemporary American Seafood featuring an extensive raw bar and first class sushi program. The striking design is reminiscent of the interior of an elegant cruise ship. We offer amazing cocktails and a well crafted 250 bottle wine list.

142 Mercer
New York, NY 10012
View Larger Map

Dining Style:
Casual Elegant

Cuisines:
Seafood, Sushi

Hours of Operation:
Lunch: Monday - Friday: 11:30am - 4:00pm
Brunch Saturday & Sunday 11:00 to 3:30
Dinner: Sunday 5:00pm-10:00pm, Monday-Thursday 5:00pm-11:00pm, Friday & Saturday 5:00pm-12:00am

Cross Street:
Prince & Mercer Streets

Dress Code:
Smart Casual

Price Range:
$31 to $50

Payment Options
AMEX, MasterCard, Visa

Phone Number:
(212) 431-7676

Website:
http://www.lurefishbar.com/

Public Transit:
N,R,B,D,F,M

Executive Chef:
Josh Capon

Additional:
Banquet, Bar Dining, Bar/Lounge, Beer, BYO Wine, Corkage Fee, Full Bar, Happy Hour, Non-Smoking, Private Room, Takeout, Weekend Brunch, Wheelchair Access, Wine

Private Dining

Located beneath the historic vaulted sidewalks of SoHo, our private wine vault can seat from 12 to 30 guests with a variety of menu options.

Lure New York Ratings and Reviews

5
4
3
2
1

4.6

Overall Rating

based on recent ratings
food

4.5

service

4.2

ambience

4.4

value

3.9

Noise

Moderate

86% would recommend it to a friend

Special Occasion (21)
Good for Birthdays (17)
Fun (17)
See All
People Watching (16)
Good for a Date (16)
Vibrant Bar Scene (16)
Fit for Foodies (15)
Bar Seating (13)
Neighborhood Gem (13)
Hot Spot (12)
Romantic (12)
Business Meals (12)
Cozy (11)
Casual (10)
Creative Cuisine (10)
Handcrafted Cocktails (10)
Good for Groups (9)
Great for Lunch (9)
Good for Anniversaries (8)
Healthy (8)
Happy Hour (7)
Notable Wine List (7)
Sunday Lunch (6)
Worth the Drive (6)
Great for Brunch (4)
Authentic (3)
Local Ingredients (2)
Quick Bite (2)
Quiet Conversation (2)
Comfort Food (1)
Gluten Free Options (1)
Good Vegetarian Options (1)
Late-night Find (1)
Great for Outdoor Dining (1)
Paleo Friendly (1)
Scenic View (1)
Seasonal (1)
Tapas (1)
Tasting Menu (1)
Vegan (1)
Great Beer (1)
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3126 reviews
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vip
 (New York Area)·Dined 5 days ago

I was excited to try the sushi even though it was on the pricey side ($55 for the sushi platter). No complaints on the freshness of the fish or the cut. The sushi rice ruined the platter... too dry, almost crunchy. I gave the waitress the feedback but don't know if it made it to the sushi chef. Extremely disappointing for the price point and the reputation of the restaurant.

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food3
ambience4
service4
value2

 
 (New England)·Dined 6 days ago

Unbelievable food! Pretty good service! Too Loud! Tables are very tight and everyone in restaurant was yelling to be heard. Otherwise excellent meal!

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food5
ambience4
service4
value4

vip
 (San Francisco)·Dined on January 10, 2018

I always love lure. Amazing food, gracious hosts, good atmosphere.

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food5
ambience5
service5
value5

vip
 (New York Area)·Dined on January 8, 2018

Consistently fresh and enjoyable service and ambiance. Always pleased I chose to go there.

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food5
ambience5
service5
value4

 
·Dined on January 6, 2018

Life is an old favorite very good food

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food5
ambience5
service5
value3

vip
 (New York Area)·Dined on January 5, 2018

Heather is the best bartender in nyc! Molly's wine list is amazing!!!

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food5
ambience5
service5

 
 (Central Coast)·Dined on January 4, 2018

Amazing food!!! My girlfriend and I went late after a show. It was perfect. We split 4 things and loved them all!!!

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food5
ambience5
service5
value5

vip
 (New York Area)·Dined on January 2, 2018

We live 1 block away and used to go to Lure regularly when they had a great maitre d. Then things changed and we had one too many bad experiences and we swore it off due to the rude staff. Went back again thinking maybe things had changed. Nope. Same awful people. Food was meh, prices very high, service slow and impolite.

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food2
ambience2
service1
value1

 
·Dined on January 1, 2018

We are regulars at Lure but this was a different experience. The food and service were well below the usual level. We had taken friends who were visiting from out of town here for New Years Eve and were disappointed it was not up to the usual standards.

Tags: Romantic
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food3
ambience4
service1
value3

 
 (New England)·Dined on December 31, 2017

Went for brunch. Food was fine but not spectacular or memorable. I asked for jam twice and never received.

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food3
ambience3
service3
value3

 
 (New York Area)·Dined on December 30, 2017

I am seriously never eat here again , this I about my 5 th time in this restaurant and I am surprised at the level at which it has dropped in service and staff, I really don’t
feel like writhing all the complaints , but it’s wasn’t a good experience for me the service was no professional, there are to many people with big egos which keeps them from being of service . Not a servant , but a happy giver of service

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food2
ambience4
service1
value3

vip
 (New York Area)·Dined on December 28, 2017

The atmosphere of the restaurant was really cool and the food was outstanding. I recommend Lure to anyone who would like a great quality seafood meal in Soho.

Tags: Special Occasion, Good for a Date
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food5
ambience5
service4
value3

 
 (Tampa)·Dined on December 28, 2017

Sushi was amazing! We had 5 different rolls and all were outstanding. Neat concept and cool decor.

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food5
ambience5
service5
value4

vip
 (New York Area)·Dined on December 24, 2017

The bucatini with the uni and crab? Get that.

You won’t be disappointed.

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food5
ambience5
service5
value5

 
 (New York Area)·Dined on December 22, 2017

Lunch date with the wife. Lure remains a fun, great place even after a decade!

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food4
ambience4
service4
value4

vip
 (New York Area)·Dined on December 22, 2017

Got a last minute reservation the Thursday before Christmas. The food was enjoyable, (all of our small plates were delightful) Steak Tartare and the rolls were standouts as well as the Halibut for maincourse. The service was unfortunately sub-par and it wasn't particularly busy.. the wine service was slow we had to ask twice for our wine (which was being held on ice in a totally different room) and then had to ask for another wine list after we finished the first bottle and had to wait again.. nothing special to say about the server, we didn't really see him (bus boy was diligent). Anyway, for the price tag, the food was pretty good but the service was a disappointment. Maybe we'll return to try our luck at the bar since it's a cute spot and the fish is fresh.

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food5
ambience5
service2
value3

 
 (Miami)·Dined on December 21, 2017

This place is outstanding. The food and service was topnotch. The dining room feels like a luxurious cruise ship dining room. Have the Sea Urchin Bucatini. I can't wait to go back so I can have it again.

Tags: Fit for Foodies
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food5
ambience5
service5
value5

 
 (New York Area)·Dined on December 19, 2017

This restaurant is one of the loudest I have ever been in, making dinner communication a very trying experience. Food is good but vastly overpriced. 55 Dollars for 8 tiny pieces of sushi seemed exorbitant for me (a pretty seasoned diner who regularly goes to many top restaurants in this city). The balance just has to be right, which here didn't feel at all the case.

1 person found this review helpful.
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food3
ambience3
service3
value1

 
·Dined on December 16, 2017

It is too bad the staff routinely treats guests poorly, because the food is good. During out latest trip to Lure, we arrived for a very early dinner reservation (before 6pm) and requested a booth for our party of 4. I counted at least 6 available booths when we checked in. The manager/maître d' stated that no booths were available because they were reserved for the owners’ friends. Then, in a half-full restaurant, they tried to seat us at a table squeezed between a wall and long-table for a party of 10, which barely provided us room to sit. Rather than leaving, we reluctantly sat at a cramped table in bar area because our 15-year old niece was excited to eat at the restaurant. Frustratingly, several booths in the dining room remained empty for the entire time we dined. Admittedly, the food at Lure is good and we have dined there on numerous occasions because of it (despite the frequently subpar service). But, following the latest incident, we will not go back again. There are way too many good options in SoHo (Raoul’s, Aquagrille, Minetta Tavern) for people to subject themselves to shabby treatment by the Lure staff.

1 person found this review helpful.
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food3
ambience4
service1
value3

vip
 (Louisville)·Dined on December 16, 2017

Fantastic place! Very relaxing atmosphere, with the nautical theme. Both good and service was very good. One of my favorites in NYC!

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food4
ambience5
service4

vip
 (Mississippi)·Dined on December 14, 2017

Our table was given to someone else by mistake. We waited at least 30 minutes. The waiter never refilled water and seemed hurried. Very disappointed.

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food2
ambience3
service2
value2

vip
 (New York Area)·Dined on December 11, 2017

Good place when it's cold out, large, roomy place with attractive bar.

Tags: Neighborhood Gem
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food5
ambience5
service5
value5

 
 (New York Area)·Dined on December 11, 2017

First, their system completely missed my reservation done through the open table app
Second, they should never take a 9:45 dinner reservation if their kitchen closes at 10:00! The service totally rushed us to order and to eat as they were willing to close the restaurant. The food is good, but the experience was frustrating.

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food4
ambience3
service3
value3

vip
 (New York Area)·Dined on December 10, 2017

The restaurant was exceptionally cold and uncomfortable at 11:30am. The food was overpriced and bland.

Tags: Sunday Lunch
1 person found this review helpful.
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food3
ambience3
service2
value2

vip
 (San Francisco)·Dined on December 10, 2017

Great seafood
Its not a sushi restaurant but sushi was excellent
Injad salmon
A friend had scallops
Wife had seabass
All excellent
House made sorbet was one of the best i had
Cant wait to go back

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food4
ambience4
service5
value4

 
 (New York Area)·Dined on December 9, 2017

The service was appalling. The food was pretty good but did not compensate for the horrible service. Never again.

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food3
ambience3
service1
value2

 
 (Indiana)·Dined on December 7, 2017

Good sushi- fish entrees were mediocre and the bruslesprouts were poor

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food3
ambience4
service4
value2

vip
 (New York Area)·Dined on December 6, 2017

A little overpriced for the food. Happy hour is better value.

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food3
ambience5
service5
value2

 
 (New York Area)·Dined on December 6, 2017

Amazing as always. My go to business lunch restaurant.

Tags: Hot Spot, Business Meals
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food5
ambience5
service5
value5

 
 (New York Area)·Dined on December 3, 2017

Great food. We waited 30 min for table despite reservation which was only challenge.

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food5
ambience4
service4
value3

 
 (New York Area)·Dined on November 27, 2017

Enjoyed a lovely lunch here. Food very good and service attentive.

Tags: Great for Lunch, Special Occasion, Business Meals
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food4
ambience4
service4
value4

 
 (New York Area)·Dined on November 27, 2017

We made a last minute reservation but were treated like regulars. The food was awesome and our waitress was amazing! Will definitely be back.

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food5
ambience5
service5
value4

vip
 (New York Area)·Dined on November 27, 2017

We’ve been going here for years and it’s normally very busy, the food is good, and the service is descent. This time, we had to wait for our food for over an hour and drinks for about 30 min. The service was unusually poor. It will take me a while before we go back there again.

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food4
ambience1
service1
value2

vip
 (Dallas)·Dined on November 26, 2017

It was just OK. Very expensive. I’d go somewhere else for better sushi and a better value.

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food3
ambience4
service3
value1

vip
 (New York Area)·Dined on November 25, 2017

Great service. Amazing food. And atmosphere. Thank you

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food5
ambience5
service5
value5

 
 (New York Area)·Dined on November 25, 2017

Food was pretty good but the ambient was very loud and the service was slow (probably because it was very crowded and the tables very close from each other)

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food4
ambience2
service3
value3

 
·Dined on November 17, 2017

From the moment we were seated, we thought we were in a great place. And we were not disappointed. Our waitress was friendly and knowledgeable. She brought us a wine to taste and it was wonderful. We ordered the beet salad to start and the dressing was outstanding. We then asked our waitress to help us decide between three entres. She recommended the snapper for two which was lightly coated, cubes and beautifully served over a slightly spicy sauce. What a dish! A plus. For desert, we again sought advice from our waitress. She suggested the baked chocolate cookie with ice cream. A delight. One of the best meals we've ever had.

Tags: Fit for Foodies, Happy Hour, Handcrafted Cocktails, People Watching, Worth the Drive, Creative Cuisine, Special Occasion, Bar Seating, Fun, Casual, Good for Birthdays, Vibrant Bar Scene, Good for a Date
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food5
ambience5
service5
value4

 
 (New York Area)·Dined on November 17, 2017

The food was good, the only thing is the service wasn't the best in the beginning, we felt rush and the waiter seemed as if he didn't want to be there. Then our waiter got switched out for another waiter which was nicer because he had to go because he was past his time I guess.

Tags: Vegan, Good for a Date, Romantic, Quiet Conversation, Special Occasion, Cozy
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food5
ambience5
service2
value4

vip
·Dined on November 17, 2017

Consistently one of the best spots in New York. Great setting which feels like being on a boat, fresh fish and great options for non-fish eaters. Service is always stellar as well.

Tags: Neighborhood Gem, Good Vegetarian Options, Fit for Foodies, Special Occasion, Vibrant Bar Scene, Good for Birthdays
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food5
ambience5
service5
value5

vip
 (New York Area)·Dined on November 13, 2017

Great food, service and ambiance. Sushi was phenomenal. Loved the spicy tuna on crispy rice.

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food5
ambience5
service5
value4

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