High Tide for Lobster ME

A new crustacean-centric restaurant by Lev Restaurant Group, also creators of I ♥ Burgers, will claw its way onto the Las Vegas scene this July. Lobster ME—the name is a playful invocation of the postal abbreviation for Maine—will offer two variations on that New England staple, the lobster roll: steamed and served with drawn butter and herbs on a freshly baked bun, and steamed and served with mayo, celery and herbs on the same bun.

The 1,000-square-foot restaurant, which will occupy the former Godiva space in the Miracle Mile Shops at Planet Hollywood, will also feature lobster on a stick (steamed or tempura-battered), shrimp roll, crabcake roll, crab roll, lobster grilled cheese, lobster flatbread, lobster mac and cheese and—hold on to your bibs, kids—lobster ice cream, a vanilla-based dessert that is both sweet and savory.

In addition to lobster bisque and New England-style clam chowder, Lobster ME will also debut “Las Vegas-style” clam chowder, a Southwest-inspired iteration with a little heat to it. “We figured if New England got one and Manhattan got one, why shouldn’t Las Vegas get its own style,” says Zachary Conine, Lev’s vice president of research, analytics and development.

Open daily during mall hours, Lobster ME will also feature New England breakfast favorites in the morning (porridge, fruit turnovers) along with coffee and espresso.

Lev Restaurant Group has big plans for Lobster ME, with cities from New York to Los Angeles on its expansion wish list. But Las Vegas is the perfect starting point, Conine says: It’s under-crustaceaned in the middle price point, and it’s the ideal spot to test new concepts with a national clientele. High-end restaurants and buffets aside, it’s time for this coastal delicacy to come out of its shell.