Fifth Group-backed seafood restaurant Lure closes August 30 on Crescent Avenue in Midtown
After receiving a refresh and rebrand last year, Lure Saltwater Kitchen and Bar will close at the end of August.
The Midtown seafood restaurant, backed by Fifth Group Restaurants, which also operates Ecco and South City Kitchen in the neighborhood, will close on August 30 after 14 years on Crescent Avenue.
Ahead of the closure, several popular dishes will return to the Lure menu over the next 30 days. All Lure staff members will be provided opportunities to work at other Fifth Group Restaurants, including Ela, La Tavola, locations of South City Kitchen, Ecco and Alma Cocina.
However, a press release indicates the restaurant will not change hands immediately, but rather operate as a private events space and pop-up venue through December.
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The rebrand of Lure to Lure Saltwater Kitchen and Bar last year followed another closure and rebrand by Fifth Group. In 2023, the company closed longtime Mexican restaurant The Original El Taco in Virginia-Highland, replacing it with Ela Mediterranean in 2024.
Founder Steve Simon said the closure of El Taco and rebranding to Ela came down to “restaurant longevity” and “prioritizing customers’ wants and needs.” Fifth Group planned a similar refresh and rebrand for Lure in Midtown.
“The key to this longevity is staying ahead of our guests’ expectations. Coming off the opening of Ela, we are more aware of this than ever,” Simon said at the time of Lure’s rebrand announcement last August, which included focusing on sustainable seafood and wine and offering a more social atmosphere.
While this is the end for Lure, Fifth Group expects to share more details on “the next stage of growth” for the company in the coming months.
Lure Saltwater Kitchen and Bar, 1106 Crescent Ave., Midtown. Closing after service on August 30.
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