LURE. Restaurant names don’t get much better or more meaningful than that. If you’re a reader, the term “lure” may bring to mind Herman Melville’s Moby-Dick which recounts the ultimate psychological pull of the ocean, famously kicking off when Ishmael explains his urge to “sail about a little and see the watery part of the world.” Perhaps “lure” conjures Ernest Hemingway’s The Old Man and the Sea which explores a profound, elemental relationship and mutual reverence between an aging fisherman and the deep ocean. Many other novels have used imagery and verbiage to bring to life the lure of the sea. Mankind, it seems, is predisposed for being on or near the sea. Looking at bodies of water triggers feel-good chemicals such as dopamine and endorphins in our brains. Being near the sea also lowers levels of cortisol, the hormone that causes stress. The sound of waves and the open horizon help the brain switch off its “fight or flight” mode.
“Lure” is also a power to tempt, attract, or trick someone or something into going somewhere or doing something by offering a reward, advantage, or false promise. Regular readers probably recognize my ad-nauseum use of the metaphor “Siren’s call” to describe something that sounds beautiful, exciting, or irresistibly attractive. The phrase comes from ancient Greek mytholog, used specifically to describe Sirens. Sirens were dangerous and magical creatures who lived on a rocky island. They sang such a sweet, enchanting song that would entice passing sailors to forget everything else, steer their ships right into the rocks, and crash. In Greek and Roman mythology, According to mythology the Sirens nearly lured even Odysseus (the hero of Homer’s epic poem, Odyssey into the rocky shoals. The Sirens lured him by appealing to his massive ego and curiousity.
Fittingly, the term “lure” is also used to describe an artificial object attached to a fishing line and equipped with hooks. Lures are designed to attract fish and induce them to bite. Unlike natural live bait (such as worms or minnows), a lure is man-made from materials such as plastic, metal, wood, rubber, or feathers. They rely on movement, vibration, flash, and color to mimic a fish’s natural prey—such as a wounded bait fish or an insect—or to trigger an aggressive reaction strike. My dad and brothers George and Mario were adept at tying lures on fishing lines. With my large, maladroit hands I could neve master the art (nor could I catch nearly as many fish as they did).
LURE opened its doors in June, 2025, launching Albuquerque’s first dedicated oyster and raw bar, featuring fresh seafood flown in from both the Atlantic and Pacific coasts. LURE is the brainchild of restauranpresarios and Albuquerque natives Seth and Jessica Beecher who also own another Nob Hill staple Central Bodega. Bonafide oenophiles, the Beechers also own Mission Winery in the North Valley. Their wines are showcased in Mission Wine & Dine, another Nob Hill standard owned by the Beechers. You might remember from the Ambrosia Cafe & Wine Bar in Albuquerque Old Town.
One commonality among the menus offered at restaurants owned by the Beeckhers is seafood offerings. At Central Bodega and Mission Wine & Dine, seafood is interspersed among American and New Mexican favorites. At LURE, seafood takes the stage. Here’s how LURE’s website describes the LURE experience: “LURE Raw Bar transports you to the edge of the Atlantic and the depths of the Pacific in a single sitting. Our zinc counter seats adventurous diners who savor boutique oysters—shucked to order—alongside crudo, caviar, and seasonal coast-inspired small plates. We partner exclusively with farms and fisheries that certify regenerative practices, so every slurp leaves the ocean healthier than we found it. Whether you’re toasting with grower Champagne, sipping a saline-kissed martini, or simply chasing pearls, LURE is your passport to pure ocean, elevated.”
LURE is tucked between the neon and adobe of historic Nob Hill on Central Avenue between Amherst Drive and Carlisle Boulevard. It occupies a roughly 500-square-foot space with bar and table seating for about 30 people. An outdoor patio space facing a back alley can seat 20 more guests. Experientially, LURE offers a lively, community-oriented and “shotgun-style” oyster bar with zinc bar tops, also a staple of high-end bars and seafood eateries. Shotgun style means a long, narrow seafood restaurant named after the classic “shotgun house” architectural layout prevalent in the American South, especially New Orleans. Though not explicitly stated, the website seems to define LURE’s “mission or purpose statement:”Every oyster shucked, every glass poured, and every conversation across our Zinc bar is guided by a single purpose: to deliver a transporting ocean experience that honors the people, waterways, and ecosystems that make it possible.”
LURE’s operation is a “tide to table” or “bay to the counter” venue with fresh oysters arriving within 24 hours of being harvested. The restaurant’s focus is absolute freshness an constant discovery. Its selections “introduce new tides of flavor while honoring each oyster’s unique origin. The result is clean, balanced cuisine that lets the sea speak for itself, even 5,000 feet above it.” LURE sources with four oyster farmers to source its oysters. All of LURE’s oysters are sustainably farmed, meaning farmers hand-harvest oysters of a certain size and place them in an oyster rack or bag in the water, as opposed pulling all the oysters off the seabed by dredging or plowing them via boat.
Though neither my Kim and I ordered oysters during our inaugural visit, we listened attentively to conversation between one of the servers and a guest who ordered a variety of oysters. That conversation was peppered with such terms as “dirty water brine” (the flavor of oysters who were plucked out of mud-ridden waters) and sweet brine (sweet, crisp, low-salinity brine typically found in lighter, cold-water oysters). It was somewhat reminiscent of long-ago visits to Neptune Oyster in Boston. That conversation reinforced my confidence that we were visiting an authentic raw bar in landlocked Albuquerque and that we might actually experience a transporting ocean experience.
Like a ship Captain’s indispensable crewman, our genial and accommodating server Dominic was at our beck and call, providing savvy recommendations and explanations when asked. Much of the information shared on this post came from him. As we explored the menu, he pointed out that there are only a few items that don’t have a nautical background. Apparently there are diners who don’t like seafood (which means more for the rest of us). Among those menu items for landlocked diners are a green chile smashburger and fried chicken bites. Paying tribute to New Mexico’s inviolable red and green chile, the menu also includes green chile hushpuppies with red chile honey. What I wouldn’t have given for either during my years in chile-deprived Massachusetts and Mississippi.
Not nearly as adventurous as her intrepid husband, my Kim selected our appetizers. It’s almost a given (especially with Southern food) that we would start off with fried okra served with a housemade ranch dressing. The okra is lightly battered, allowing the fresh green of the okra to peek through. Enrobed in a crunchy, savory and salty batter, the cornmeal had a characteristic mild, slightly sweet flavor. It was excellent by itself or when dipped into the delicious ranch dressing. Our second appetizer was the lobster deviled eggs (LURE’s signature deviled egg mix topped with lobster). Plurality (eggs) didn’t mean two eggs, but one sliced in half. We both found the most prevalent flavor on the deviled eggs to be the smokiness of the paprika with which the eggs were liberally sprinkled. The sweetness of the lobster was lost on us (perhaps because I “inhaled” the entire egg as I do some sushi rolls).
Among members of the mollusk family, oysters have the most intense flavor. Having enjoyed boatloads of oyster po’ boys throughout the Mississippi Gulf Coast, it was a given that an oyster po’ boy would be in the cards for me at LURE. Dominic explained that the oysters were battered in a combination of cornmeal and flour, very similar to the way it’s done in New Orleans. He told us the oysters come from Washington state (which is renowned for its world-class aquaculture). The oysters were bigger than oysters whose genesis is the Gulf Coast. In terms of flavor, cold water oysters taste sweeter, firmer, and plumper because low temperatures slow their metabolism and stop reproduction. LURE’s oysters were outstanding, a showcase for the distinct, salty minerality that transports you to the sea. Fried oysters are milder and warmer than eating a raw oyster, but no less delicious.
The three times I took my Kim to New England, she could have subsisted on lobster rolls. LURE’s menu lists lobster roll sliders prepared three ways: Connecticut, Maine and New Mexico. Dominic broke the good news that the sliders have been replaced on the menu by a sole lobster roll. Not since our last trip to Maine have we seen a split top bun heaping with so much pinkish and fresh lobster meat. Among all that lobster meat–at least half-a-pound–we discerned knuckle and claw meat, the tender, sweet, and soft meat most consider the most flavorful part of the lobster. My Kim’s lobster roll was prepared Connecticut style (served warm with drawn butter) as opposed to Maine style (served chilled with mayo). It’s the best lobster roll we’ve had outside of New England.
As if the menu didn’t have enough savory, salty, briny enticements to sate hungry diners, there’s also a dessert menu to consider. Dominic told us all desserts are prepared by owner Seth Beecher’s mother (apparently culinary talent runs in the family). New to the menu is a pan-sized chocolate chip cookie (menu name escapes me) topped with housemade vanilla bean ice cream. Served warm, the cookie was quickly blanketed by melting ice cream. Not that that’s a bad thing. The cookie was soft and moist with a profusion of melting chocolate chips, enough to give my Kim a chocolate mustache. The housemade ice cream could compete with Blue Bell.
Food historians trace olive oil cakes back centuries in countries such as Italy, Spain, and Greece, where olive trees have long grown. It seems only in recent years has olive oil cake begin to explode in popularity across American restaurants. LURE’s lemon olive oil cake (topped with garnacha macerated berries)is one of the very best I’ve had. By itself, an olive oil cake tastes sweet, rich, and fragrant, with a tender crumb and a subtle fruity or herbal depth instead of a heavy savory flavor. Macerated (fresh berries that have been tossed with sugar and left to sit until they soften and release their natural juices) berries lend a tartness that tempers the sweetness of the lemon olive oil portion of the cake.
LURE operates on a first come first served basis with no reservations needed. To keep the intimate space comfortable for all guests, LURE is unable to accomodate large groups. We visited on a Sunday afternoon when the restaurant was slightly less than half full. We’ll definitely heed the lure to return.
LURE Raw Bar
3421 Central Avenue, N.E.
Albuquerque, New Mexico
Website | Facebook Page
LATEST VISIT: 13 September 2026
# OF VISITS: 1
RATING: N/R
COST: $$$$ – $$$$$
BEST BET: Lobster Roll, Oyster Po’ Boy, Fried Okra, Lobster Deviled Eggs, Lemonade, Lemon Olive Oil Cake, Chocolate Chip Cookie Topped With Ice Cream
REVIEW #1549