As you might have recently read (everywhere), we are currently in the midst of a lobster roll boom. It’s like 1998 all over again but New York City is Silicon Valley and stupid websites are lobsters. We understand that some of this craze has to do with competitive lobster pricing and a relentlessly growing public obsession with food (God bless you all), but it also feels like Luke’s Lobster might have set something off. When Luke and company set up shop in the middle of October last year, we were intrigued, and inevitably became obsessed with the fact that we could get a fantastic roll in the East Village for fourteen bucks. And we weren’t the only ones. Suddenly Luke’s was blowing up in the middle of winter and by May, it seemed that everyone in town had a lobster roll lined up for their summer menu.
Something else happened in May. Luke quit his finance job to go full time lobster and opened up a second location on the Upper East Side. The new restaurant is a little bit larger and still cranks out amazing food, this time not to East Village post-grads, but to a mix of UES families, frat dudes, and old timers packed into the place. Business is most definitely booming, and we’re inspired. So much so that we’ve devised a plan to quit our day jobs and start a lobster roll truck loosely based off the Dumb and Dumber shaggin’ wagon. See you next summer.
Photo Credit: Kerry Cheeseboro | PHUDE-nyc