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The restaurant, now world-famous thanks in part to having episodes of the Showtime TV series "The Affair" filmed there, is located on the East End of Long Island's south fork in Amagansett.
"The sign is "iconic" because it's been there since1965. We say we're affectionately known as LUNCH because it's become an identifier for the restaurant," said co-owner Andrea Anthony.
And though locals and summer visitors to the Hamptons and Montauk come in for a meal, she has heard from visitors as far away as England.
"We have people use us as a destination. People from the U.K. emailed me about coming here because they watch the show."
The LUNCH sign represents that this is where summer begins, Anthony said.
Anthony has co-owned it since 1978. Paul DeAngelis joined in 1980 as a business partner. Anthony's former husband Frederick Terry and his father Richard Terry opened the restaurant in 1965.
"Were' all about customer service," said Anthony
The restaurant is open for the season now and seven days a week starting Memorial Day weekend.
But apart from visiting the set of their favorite Showtime series, customers come in for the food.
Along with seafood and a variety of dishes, chicken, steak, and burgers, the owners are now offering a plant-based menu that includes The Impossible Burger.
"We cater to families. I follow market trends closely. I listen to my customers."
Along with the signature Hot or Cold Lobster Roll that comes with house-made creamy coleslaw and fries, a delicacy with a fan following according to Anthony is Puffers, which is blowfish in tempura batter, fried to be crispy on the outside and moist on the inside.
The popular eatery with the signature red and blue awning has purple blossoms of wisteria growing on an arbor and trees to provide semi-shade, along with other lush plantings, the work of Andrea's husband Carl Anthony.
"Our outdoor eating area is beautiful, a Garden of Eden," Andrea Anthony said.
Hundreds of reviews read like this on Facebook from May 4, "The food and atmosphere was awesome!! (Cozy) atmosphere. Great food · Large portions."
Lobster Roll AKA Lunch is located at 1980 Montauk Highway, Amagansett.
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