Midtown seafood restaurant Lure becomes next Fifth Group-backed spot to close and get a makeover

Fifth Group-backed restaurant Lure will close on Sept. 1 ahead of a planned rebranding and makeover to include an outdoor bar, refreshed interiors, and a menu focused on sustainable seafood. When the Crescent Avenue restaurant reopens on Sept. 10 in Midtown, it will carry the name Lure Saltwater Kitchen and Bar .

Why the change?

As Fifth Group did with The Original El Taco in Virginia-Highland – closing the Mexican restaurant after 14 years in 2023 and opening Ela Mediterranean in its place in 2024 – founder Steve Simon said it comes down to restaurant “longevity” and prioritizing customers’ wants and needs.

“The key to this longevity is staying ahead of our guests’ expectations,” Simon said in a press release about Lure’s transformation. “Coming off the opening of Ela, we are more aware of this than ever. Lure has been open for more than a decade now. Sustainable sourcing is key to this effort and this new take on the brand reflects our dedication.”

With Lure Saltwater Kitchen and Bar, the priority will be on sustainable seafood and socializing in Midtown, including using the new outdoor patio and bar for crab boils and pig roasts.

Fifth Group partnered with Athens-based nonprofit Shell To Shore to recycle the restaurant’s oyster shells. The organization recycles the shells from restaurants throughout Georgia to rebuild natural oyster beds off the state’s coast and curb rising sea levels.

In addition to the recycling efforts, new low-water use dishwashers will be installed in the kitchen. The group plans to continue capturing and filtering rainwater at the Midtown restaurant for irrigation and other maintenance needs and lower its power consumption with a high-efficiency HVAC system and LED lighting.

Expect the menu to include regionally and locally sourced seafood and shareable seafood dishes like oysters, aguachile, and ceviche. Rather than a seafood tower, people can order a Tackle Box featuring a chef’s selection from the raw bar. Entrees of wagyu steak frites, fresh-caught fish, and seafood sandwiches round out the menu.

Lure Saltwater Kitchen and Bar will serve natural and biodynamic wines, cocktails boasting bright flavor profiles, and local beer at both the indoor and new outdoor bar on the patio.

Look for Lure to close after service on Sun., Sept. 1, before reopening as Lure Saltwater Kitchen and Bar on Tues., Sept. 10., for happy hour at 4 p.m., followed by dinner at 5 p.m. Happy hour offers half-priced oysters, by-the-glass and bottle wine specials, and a tight menu of snacks.

Lure Saltwater Kitchen and Bar, debuting Sept. 10 at 1106 Crescent Avenue in Midtown.

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