Lure Fishbar
Lure Fishbar is a privately held upscale seafood and sushi restaurant brand operating two locations in SoHo, Manhattan and Chicago's River North, owned by boutique hospitality group Mercer Street Hospitality. It serves urban diners across all meal periods with a raw-bar-anchored menu curated by Chef Preston Clark.
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Lure Fishbar does
Lure Fishbar is a seafood and sushi restaurant brand operating two full-service locations in the United States: a flagship at 142 Mercer Street in SoHo, Manhattan, and a second site at 616 N. Rush Street in Chicago's River North neighborhood. The brand is wholly owned by Mercer Street Hospitality (MSH), a New York-based boutique hospitality group founded in 1993 by entrepreneur John McDonald, which also operates six other venues spanning steakhouses, taverns, wine bars, and cocktail lounges. Lure Fishbar serves urban professionals, food enthusiasts, and seafood aficionados across multiple meal periods — breakfast (Chicago only), brunch, lunch, dinner, and late-night — with menu curation by Chef Preston Clark and an offering anchored by a raw bar, rotating oyster selections, market-fresh fish, signature sushi, premium caviar, and prime steaks. The company positions itself as one of New York City's longest-running SoHo institutions and has operated continuously for over 30 years.
The underlying technology stack is minimal and entirely third-party: reservations are managed through the Resy platform across both locations, and gift cards are sold via the MSH web gift card portal. The company builds no proprietary software, operates no mobile application, and discloses no data assets or automation systems. The business model is a traditional dine-in restaurant operation with revenue generated from food and beverage sales (including a wine, sake, and cocktail program), private events and catering, and gift card sales. Pricing is positioned in the premium tier, with oysters at $4.25-$4.75 each, shellfish plateaux reaching $195, caviar at $150-$198 per ounce, steaks at $65-$69, and curated multi-course wine pairing dinners priced at $195 per person.
Customer acquisition is driven by brand heritage, SoHo foot traffic, word-of-mouth, and the Resy reservation funnel rather than outbound sales. No external investment, M&A, or leadership changes are disclosed; the brand is operated as a steady-state component of the broader MSH portfolio with no public growth, expansion, or technology initiatives announced in the available source material.
Lure Fishbar firmographics
Firmographics- Name
- Lure Fishbar
- Legal name
- Lure Fishbar
- Website
- https://lurefishbar.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Lure Fishbar is a privately held upscale seafood and sushi restaurant brand operating two locations in SoHo, Manhattan and Chicago's River North, owned by boutique hospitality group Mercer Street Hospitality. It serves urban diners across all meal periods with a raw-bar-anchored menu curated by Chef Preston Clark.
- Ownership category
- akta.pro rank
Lure Fishbar industry classification
Industry- Product category
- Seafood Restaurant
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Steakhouses & Seafood Restaurants (THAFACAE)
Keywords
Where Lure Fishbar is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Lure Fishbar business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Dine-in Restaurant Sales: Core revenue from food and beverage sales across all meal periods including breakfast, lunch, brunch, dinner, and late-night service. Menu features seafood, sushi, steaks, and an extensive wine program.
- Alcoholic Beverages: Significant revenue from wine, sake, cocktails, and beer. Extensive wine list with premium options by the glass and bottle.
- Private Events: Catering and event hosting including food and wine pairing dinners, private dining, and corporate events.
- Reservations Platform: Partnered with Resy for reservation management, enabling seamless booking across both New York and Chicago locations.
- Gift Cards: Online gift card sales through Mercer Street Hospitality platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Appetizers and Starters - $3 to $37 |
| Unit Pricing | Pay-as-you-go | Raw Bar & Oysters - $3.50 to $60 |
| Unit Pricing | Pay-as-you-go | Caviar Service - $150 to $198 per oz |
| Unit Pricing | Pay-as-you-go | Sushi and Sashimi - $3 to $76 |
| Unit Pricing | Pay-as-you-go | Signature Sushi Rolls - $22 to $45 |
| Unit Pricing | Pay-as-you-go | Entrées - $38 to $84 |
| Unit Pricing | Pay-as-you-go | Steaks - $65 to $69 |
| Unit Pricing | Pay-as-you-go | Brunch Menu - $10 to $68 |
| Unit Pricing | Pay-as-you-go | Wine by the Glass - $15 to $21 |
| Unit Pricing | Pay-as-you-go | Chicago Happy Hour - $6 to $27 |
| Unit Pricing | Pay-as-you-go | Desserts - $13 to $18 |
| Unit Pricing | Pay-as-you-go | Special Events - $195 per person |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Lure Fishbar product offering
Product offeringCore offering
Lure Fishbar operates two full-service seafood restaurants in New York (SoHo) and Chicago (River North), offering a seafood, sushi, and raw bar-driven menu across multiple meal periods (breakfast, brunch, lunch, dinner, late night). Its offering is anchored by rotating oyster selections, shellfish plateaux, caviar service, signature sushi and sashimi, premium steaks, and an extensive wine and cocktail program, complemented by private dining and event hosting.
Product overview
Lure Fishbar is a boutique seafood and sushi restaurant with two locations (New York and Chicago) operated by Mercer Street Hospitality. The core offering consists of a unified dining experience centered on a raw bar and sushi program, complemented by diverse meal services including breakfast (Chicago), lunch, weekend brunch with dim sum, dinner, and late-night menus. The product portfolio includes signature seafood dishes, premium steaks, house cocktails, an extensive wine program, and happy hour offerings. The restaurant does not offer a technology product or platform; all offerings are hospitality/dining services.
Differentiator
Problem solved
Functional benefit
Products and services
- Lure Fishbar New York Flagship seafood and sushi restaurant at 142 Mercer Street in SoHo, Manhattan, featuring a raw bar, rotating oyster selections, market-fresh fish, signature sushi rolls, and the legendary Lure burger. Open for lunch, brunch, dinner, and late-night service.
- Lure Fishbar Chicago Seafood restaurant at 616 N. Rush Street in Chicago's River North, featuring breakfast, brunch, lunch, dinner service, happy hour, raw bar, sushi, and the Lure burger. Includes patio/outdoor seating and Wine Down Wednesdays.
- Raw Bar & Sushi Program A comprehensive raw bar and sushi program featuring East Coast and West Coast oysters, shellfish plateaux, caviar service, signature sushi rolls, sashimi, and nigiri. Available daily at both locations.
- Brunch Service Weekend brunch served Saturdays and Sundays featuring the full menu alongside dim sum specials, Benedicts, pancakes, omelettes, and smoked salmon platters.
- Dinner Service Evening dining featuring seafood entrées such as steamed red snapper, branzino, miso glazed salmon, lobster rolls, pasta dishes including sea urchin bucatini, and prime steaks.
- Lunch Service Weekday lunch service featuring soups, salads, appetizers, sandwiches, the Lure burger, fish dishes, and pasta selections.
- Breakfast Service Morning breakfast service available daily from 7am to 11:30am at the Chicago location, featuring eggs any style, pancakes, French toast, omelettes, smoked salmon plates, and steak and eggs.
- Late Night Service Late night service available nightly starting at 10pm at the New York location featuring bar bites, branzino sliders, and specialty cocktails.
- Happy Hour Daily happy hour at the Chicago location featuring discounted cocktails, wine, sake, beer, and bar bites including sliders, shishito peppers, caviar deviled eggs, and crispy calamari. Oysters served at half price during happy hour.
- Private Events and Wine Pairing Dinners Private dining and event hosting services at both New York and Chicago locations, including curated wine pairing dinners (e.g., Five Courses, Seven Wines at $195/person), corporate events, and special occasion bookings.
- Gift Cards Online gift card sales for Lure Fishbar purchased through the Mercer Street Hospitality gift card portal, redeemable at the New York and Chicago locations.
Companies that use Lure Fishbar
Customer profileSegments3 records
Ideal customer profiles3 records
Lure Fishbar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lure Fishbar partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Mercer Street HospitalitycoreParent company founded by entrepreneur John McDonald. Lure Fishbar is one of seven venues in the MSH portfolio spanning coastal seafood, upscale steakhouse, neighborhood taverns, wine bars, and cocktail lounges. MSH maintains commitment to exceptional food, drink, and genuine hospitality with over 30 years of SoHo heritage.
Scale indicators3 records
Recent moves1 record
Expansion highlights5 records
Lure Fishbar competitors and assessment
Company assessmentBroad incumbents
- The Palm: Established NYC steakhouse famous for caricatures on the wall and a seafood-anchored menu (e.g., Palm's signature lobsters). Broad incumbent: classic NYC power-dining steakhouse with overlapping steak + seafood menu and similar celebrity/regular clientele.
- Nobu Restaurant: Global upscale Japanese/sushi brand with NYC and Chicago outposts. Broad incumbent: overlapping sushi and Japanese seafood cuisine at the premium tier, with far greater brand reach and global reservation demand.
- Eddie V's Prime Seafood: National upscale seafood-and-steak concept with strong raw bar, lounge, and live jazz programming. Broad incumbent: comparable menu mix (raw bar, sushi, prime steaks, wine) and event/catering capabilities at the upper-casual tier.
- Smith & Wollensky: Iconic NYC steakhouse with seafood-heavy raw bar program. Broad incumbent: classic NYC power-lunch and special-occasion dining, overlapping with Lure's steak-and-raw-bar premium positioning at a similar price point.
Direct peers
- Marea: Two-Michelin-star Italian seafood restaurant near Central Park South. Direct peer: high-end seafood-driven menu, similar cover-price band, comparable NYC destination-dining competition for Lure's target guest.
- Catch NYC: NYC-based upscale seafood and sushi restaurant in the Meatpacking District. Direct peer: shares seafood/sushi/raw-bar focus, late-night scene, similar premium-but-approachable positioning and special-occasion appeal.
- Maple & Ash: Chicago-based high-end steakhouse with strong seafood offerings. Direct peer: comparable premium steak/seafood format in the same metro; competes for Lure Chicago's high-end event and dinner segment.
- Le Bernardin: Three-Michelin-star seafood institution in NYC offering upscale fish-forward tasting menus. Direct peer: high-end seafood cuisine, premium pricing, NYC fine-dining regular clientele, similar raw-bar/sushi-adjacent positioning.
- RPM Steak: Chicago steakhouse and seafood concept in River North by the Lettuce Entertain You group. Direct peer: premium steakhouse with seafood, located in the same Chicago submarket and competing for the same corporate and special-occasion clientele.
- Bowery Meat Company: Sibling restaurant under Mercer Street Hospitality offering upscale steakhouse fare. Direct peer within the parent group: shared ops, procurement, and brand management, making it the closest operational comparator and proof of MSH's upscale concept-management playbook.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Lure Fishbar social profiles
Digital presenceLure Fishbar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lure Fishbar leadership team
Management profileNumber of profiles
Profiles2 records
Lure Fishbar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lure Fishbar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lure Fishbar
What does Lure Fishbar do?
Lure Fishbar operates two full-service seafood restaurants in New York (SoHo) and Chicago (River North), offering a seafood, sushi, and raw bar-driven menu across multiple meal periods (breakfast, brunch, lunch, dinner, late night). Its offering is anchored by rotating oyster selections, shellfish plateaux, caviar service, signature sushi and sashimi, premium steaks, and an extensive wine and cocktail program, complemented by private dining and event hosting.
Is Lure Fishbar a public or private company?
Lure Fishbar is a private company. It is classified as corporate owned and is currently operating.
When was Lure Fishbar founded?
Lure Fishbar was founded in -1. It employs 1 to 10 people.
Where is Lure Fishbar based?
Lure Fishbar is headquartered in New York, United States, in the North America region.
How does Lure Fishbar make money?
Five revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are alcoholic Beverages, private Events, reservations Platform and gift Cards.
Who are Lure Fishbar's main competitors?
Broad incumbents on record are The Palm, Nobu Restaurant, Eddie V's Prime Seafood and Smith & Wollensky. Direct peers are Marea, Catch NYC, Maple & Ash, Le Bernardin, RPM Steak and Bowery Meat Company.
Does Lure Fishbar have an API?
No public API is recorded for Lure Fishbar.
What industry is Lure Fishbar in?
Lure Fishbar's product category is Seafood Restaurant. Its primary akta.pro industry code is THAFACAE, Steakhouses & Seafood Restaurants. Its SIC code is 5810.