It all started with a simple idea: serve fresh, honest seafood in a laid-back, beachy spot surrounded by beach grass and sand dunes where everyone feels like a local.
Since opening our doors in 1965 on the Napeague stretch of the East End, The Lobster Roll — affectionately known as "LUNCH"— has been more than just a restaurant. It's a rite of summer, a destination, and a memory in the making.
What began as a roadside seafood shack quickly became a Hamptons institution.
Generations have gathered here after long beach days, sunset drives, and surf sessions to dig into our signature lobster roll—overflowing with sweet claw and knuckle meat—and other East End classics. With its red, white, and blue awnings, picnic tables, and no-reservations charm, the Lobster Roll delivers a slice of old-school Americana infused with a fresh, upbeat coastal vibe.
But we're more than just iconic seafood. We're memory-makers, summer ambassadors, and nostalgia keepers—capturing the feeling of carefree days, salty breezes, and simple pleasures shared with friends and family.
From our roots in tradition to the ever-evolving tastes of today, the Lobster Roll brand continues to celebrate what makes summer unforgettable. Whether you're a loyal regular or a first-timer who pulled over at the sight of that famous LUNCH sign, you're part of our story now.
Welcome to the Lobster Roll. Where Summer Begins.