Inventions of the Young and Geeky

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Luke's Lobster

It’s notoriously difficult to break into New York City’s restaurant scene, but customers have been lining up for lobster rolls ever since Luke Holden and Ben Conniff opened their first Luke’s Lobster joint in 2009.

The restaurant concept is simple and innovative: Keep the stores minimal, like the coastal lobster shacks Holden grew up eating in. Swap table service for counter orders to reduce overhead, focus on small, simple spaces so New York's colossal rent doesn't suck up cash flow, and offer a product that's so fresh it doesn't seem like fast food.

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