[CLOSURE ALERT] Lure Saltwater Kitchen to Sleep With the Fishes in Midtown

Lure Saltwater Kitchen & Bar has been listed for sale and will soon close.  The restaurant, located at 1106 Crescent Avenue in Midtown, first opened in July 2012.  Originally known simply as "Lure," the restaurant rebranded as Lure Saltwater Kitchen & Bar this past September and revamped its menu, too.  

Official

Oliver Reedholm, who was hired as Chef de Cuisine at Lure this past September, is now Executive Chef at Ecco Buckhead, another Fifth Group restaurant.  

When Lure first opened, it replaced Vickery's Bar & Grill, which had occupied the Crescent Avenue space from 1983 until its closure in early 2011.  

Lure's closure comes on the heels of the closure of nearby Midtown seafood eatery The Oceanaire, which closed in June and is slated to be converted into Dos Caminos, an upscale Mexican restaurant, in the coming months. 

Fifth Group in early 2023 closed their popular restaurant The Original El Taco, in Virginia Highland and replaced it in early 2024 with Ela, a trendy Mediterranean restaurant.  

According to a Monday release from Fifth Group, Lure will continue to operate through Saturday, August 30. After that date, Lure will remain open exclusively for private events and pop-ups until the end of the year.     

"To celebrate the next 30 days at Lure, guests can anticipate a nod to many of the restaurant’s favorite and signature dishes," the release added.     

No reason was provided by Lure for the closure, but broker Steve Josovitz of The Shumcher Group did provide a few key details in his listing.  

Lure is approximately 5,100 square feet and features seating for 150 including both indoor and outdoor options and a full-service bar.  The restaurant is described as "Fully Equipped Turnkey," "up to code," with "tons of refrigeration" and a "great kitchen."  A "full staff" is available.   

Would-be buyers are invited to "keep or convert," but Josovitz notes that the landlord will not approve any late-night clubs, lounges, hookah bars, or music venues.      

Sales have reached $4M, but it's unclear what sales have been like over the past twelve months.   

Monthly "all-in" rent comes to $17,800 with the landlord reportedly willing to negotiate a new lease.     

The listing indicates that the "Name, Recipes, Business, Trademarks, Books and Records are not available" but suggests that the "seller would consider selling the brand."

The business is priced at $550,000 and includes all furniture, fixtures, and equipment. 

Are you surprised to see Lure Saltwater Kitchen & Bar close in Midtown?  What is your favorite Midtown Atlanta restaurant?  What would you like to see open in place of Lure in Midtown? 

Please share your thoughts below.