Lure Fish House
SAN LUIS OBISPO, CA

Lure Fish House celebrates all things seafood. Diners are treated to an expansive menu centered around sustainable, local products from trusted suppliers, with organic options whenever possible. Their wine collection highlights nearby vintners, while the full bar offers specialty cocktails crafted from freshly squeezed juices. The cocktail bar also serves as the raw bar, providing a variety of fresh oysters on the half-shell and seafood towers. Another attraction is their stunning gluten-free fish starters. Every meal here is as pure as it is enticing.

Lure aims to provide their guests with a fun and exciting seafood experience filled with healthy and environmentally friendly delicacies at each of their seven locations. The legacy began in November 2010 in Camarillo, followed by establishments in Ventura, Westlake Village, Santa Barbara, Scottsdale, and Porter Ranch. The most recent location opened in March 2024 at the corner of Monterey and Santa Rosa streets in San Luis Obispo (SLO).

While there are various ways to enjoy Lure, dining in offers the ultimate experience. The restaurants exude a classic coastal California vibe. For the SLO location, the team wanted to preserve the industrial aesthetic of the original building while incorporating elements inspired by English pubs, reflecting their commitment to making each Lure unique with thoughtful design and care.

Online ordering is also an option, and some locations offer private dining rooms—SLO can accommodate up to 10 guests. Currently, only three locations accept reservations, including SLO. Bar seating features a full-service menu and operates on a first-come, first-served basis. A significant portion of the dining room is reserved for walk-ins, enhancing the accessible atmosphere.

Despite having seven locations across California and Arizona, the restaurants maintain a local, personal touch. Lure Fish House was founded by Patricia and David Cortina in 2010. Later, their three daughters and sons-in-law also joined the company. Each family member is deeply passionate about high-quality food and providing an array of healthy options they would be proud to serve their own families. Thus, Lure’s menu features two generations of family-favorite dishes.

Lure’s commitment to quality and freshness distinguishes its fish house concept from the competition. To ensure the best seafood, they collaborate with local fishermen to source ingredients that are delicious as well as environmentally sustainable. From the moment the seafood leaves the ocean to when it reaches your plate, the Lure team ensures it receives the care and respect it deserves.

The nature of fresh, locally sourced ingredients means the menu changes with the seasons. For instance, Lure just brought in Alaskan Halibut, which will likely be removed by the end of fall. Whenever possible, Lure reaches out to local fishermen and growers to identify the best ingredients available at any given time.

Besides seafood, several seasonal sides and salads highlight vegetables at their peak. Local produce, like butternut squash and asparagus, are served only during their prime season to guarantee maximum freshness. Currently, Lure is sourcing organic pixie tangerines from a small grower in Ojai to enhance the flavor of their Tangerine Dream cocktail and Miso Sea Bass Skewers.

Each location aims to showcase items that are local to its specific region. At the SLO outlet, they currently offer two oysters, Grassy Bar and Pacific Gold, sourced from Morro Bay. Another delectable option to look forward to in their menus in the coming autumn is black cod, also fished from Morro Bay.

Separate menus for dinner, lunch, happy hour, dessert, taco Tuesday, and even kids tailor the Lure experience to cater to guests’ unique palates. An array of seafood classics, including mussels, fish tacos, chowders, ceviches, lobsters, salads, and seared fish with various sides, makes it easy to find something delicious and different with each visit.

Fresh and sustainable seafood is available in every section of Lure’s menus, but the Raw Bar section holds prime placement as a unique hallmark of the brand. All items in this section are prepared at the Oyster Bar, allowing guests to see the creation of these dishes as they eat. Sitting at the bar lets you watch the shuckers at work, enjoy quick service, and chat with the bartenders, all while relishing the dish you just ordered with drinks at the ready.

The fish house is renowned for its Charbroiled Oysters and Cioppino. In fact, oyster dishes rank among the top five most popular items, served charred and baked with parmesan, butter, garlic, and herbs. Almost every table orders the Pop Rock Shrimp. Lure’s fresh catch of the day, which comes with a choice of two seasonal sides, is another favorite. The fish offerings vary seasonally and by location, yet consistently rank as a popular choice.

A meal at any Lure Fish House is sure to be memorable, but the SLO location holds a special charm. The town’s beauty, laid-back atmosphere, and access to fresh ingredients, combined with its remarkable original building all inspired the establishment. Lure crafted the interior with special touches such as the oyster bar oven and a vintage gallery wall. The SLO spot is also fortunate to be close to Morro Bay, where Lure sources many species of local fish and several varieties of oysters.

Having been in business for 15 years now, Lure’s most significant evolution has been the development of its local network of fishermen and farmers. The brand has always prioritized quality ingredients, but as it has grown, Lure has forged closer relationships with suppliers, gaining greater transparency and trust regarding food sources. These relationships have made it easier to source local seafood and produce.

Whether you’re savoring a freshly shucked oyster at the raw bar, indulging in the seasonal fresh catch of the day, or enjoying a handcrafted cocktail infused with locally grown produce, Lure Fish House offers more than just a meal—it’s a delectable experience rooted in community, sustainability, and family tradition. Each location, particularly the thoughtfully designed SLO outpost, embodies a distinct personality while remaining true to the brand’s coastal ethos. This blend of environmental stewardship, culinary excellence, and warm hospitality creates an unmistakable dining allure. With ever-evolving seasonal menus and a deep respect for local sourcing, Lure continues to set the standard for what a modern seafood restaurant can be.

Editorial Director Lauren Barisic
Photographer Bénédicte Castillo