Lure is seafood, raw bar, sushi bar (steak, too).

Open seven days a week, lunch and dinner, serving brunch on the weekends.

Call us 212 431 7676. Find us at 142 mercer street in the heart of Soho.

Nori crusted tuna, fried rice with Chinese broccoli
Nori crusted tuna, fried rice with Chinese broccoli

Nori crusted tuna, fried rice with Chinese broccoli

Today’s lunch, the perfect crispy chicken club sandwich with fries $18
Today’s lunch, the perfect crispy chicken club sandwich with fries $18

Today’s lunch, the perfect crispy chicken club sandwich with fries $18

Alaska Snow Crabs getting ready for specials tonight at sushi bar.
Alaska Snow Crabs getting ready for specials tonight at sushi bar.

Alaska Snow Crabs getting ready for specials tonight at sushi bar.

Today’s sushi.
Today’s sushi.

Today’s sushi.

Check out Eater’s Good News Bad News column, today they featured sister spot, El Toro Blanco:Last month, John McDonald and Josh Capon opened their stylish new Village Mexican restaurant, El Toro Blanco. The space features a bar, a large dining room, and a guacamole station, plus cacti and old Mexican tile pieces. The menu includes regional dishes from all over Mexico, many of which were developed for the restaurant by Southern California chef Scott Linquist. So far, early diners love the vibe and the food — especially the appetizers.
Here’s a roundup of what people are saying about El Toro Blanco:
Check out Eater’s Good News Bad News column, today they featured sister spot, El Toro Blanco:Last month, John McDonald and Josh Capon opened their stylish new Village Mexican restaurant, El Toro Blanco. The space features a bar, a large dining room, and a guacamole station, plus cacti and old Mexican tile pieces. The menu includes regional dishes from all over Mexico, many of which were developed for the restaurant by Southern California chef Scott Linquist. So far, early diners love the vibe and the food — especially the appetizers.
Here’s a roundup of what people are saying about El Toro Blanco:

Check out Eater’s Good News Bad News column, today they featured sister spot, El Toro Blanco:
Last month, John McDonald and Josh Capon opened their stylish new Village Mexican restaurant, El Toro Blanco. The space features a bar, a large dining room, and a guacamole station, plus cacti and old Mexican tile pieces. The menu includes regional dishes from all over Mexico, many of which were developed for the restaurant by Southern California chef Scott Linquist. So far, early diners love the vibe and the food — especially the appetizers.

Here’s a roundup of what people are saying about El Toro Blanco:

Featured dish: Yellowtail carpaccio with garlic chili sauce, sesame oil, avocado, crispy shallots.  $18
Featured dish: Yellowtail carpaccio with garlic chili sauce, sesame oil, avocado, crispy shallots.  $18

Featured dish: Yellowtail carpaccio with garlic chili sauce, sesame oil, avocado, crispy shallots. $18

Here’s a seared tuna taco that we are working on for upcoming El Toro Blanco opening.  Be sure to check our daily specials as we’ll be running items at Lure and B&B over the next several weeks.
Here’s a seared tuna taco that we are working on for upcoming El Toro Blanco opening.  Be sure to check our daily specials as we’ll be running items at Lure and B&B over the next several weeks.

Here’s a seared tuna taco that we are working on for upcoming El Toro Blanco opening. Be sure to check our daily specials as we’ll be running items at Lure and B&B over the next several weeks.

Monday Dish: our classic Cobb Salad with grilled shrimp. $18.50. Optional grilled chicken or try combo.
Monday Dish: our classic Cobb Salad with grilled shrimp. $18.50. Optional grilled chicken or try combo.

Monday Dish: our classic Cobb Salad with grilled shrimp. $18.50. Optional grilled chicken or try combo.

Crispy Blue Point Oysters with caper tartar sauce. Half dozen $18
Crispy Blue Point Oysters with caper tartar sauce. Half dozen $18

Crispy Blue Point Oysters with caper tartar sauce. Half dozen $18