Luke's Lobster, East Village

93 E. 7th St., New York, NY 10003

Sun-Thu, 11am-10pm; Fri-Sat, 11am-11pm

Luke Holden had a job in finance when one day it hit him: New York was in desperate need of a lobster roll that wasn't doused in mayonnaise. So Luke teamed up with his dad Jeff, who runs Portland Shellfish, one of the top seafood companies in Maine, to open this simple shack. The decor -- U-shaped bar, ocean mural, a few buoys and nets on the wall -- is as honest and simple as their formula for success: the freshest lobster shipped to NYC daily, tossed with just a smidge of mayo, sprinkled with a blend of seasonings, finished with a splash of melted butter and served in a toasted hot dog bun, at prices that are beyond reasonable.

For example: Luke's namesake sandwich is $14; a killer shrimp or crab roll is $7-$9. Also on the menu: succulent Jonah crab claws, clam chowder and lobster bisque, which you can wash down with a Maine Root Beer soda, and or top off with Gifford's ice cream, a Maine staple.

No reservations. This location does not deliver.

-Jordan Rowland