You’re driving down Highway 17, dodging the usual tourist traps and neon pancake house signs, and then you see it. It’s tucked away in a strip mall near North Barefoot Landing. Honestly, if you weren't looking for it, you might just keep rolling toward the beach. But locals know. People who actually live in Horry County don't just go to Crave North Myrtle Beach SC because it’s convenient; they go because the meatballs are bigger than a fist and the vibe feels like a secret club that everyone is actually invited to.
It’s Italian. Mostly. But it’s not that red-checkered tablecloth, "here’s your bottomless salad" kind of place. It’s polished.
Walking in, the first thing that hits you isn't just the smell of garlic—though that's definitely there—it’s the lighting. It’s dim but warm. It feels like the kind of spot where you’d bring a date you’re actually trying to impress, or maybe just yourself when you’ve had a long week and a glass of Chianti is the only thing that can save your sanity. Chef Peter Collins has built something here that feels deeply personal. It isn't a corporate chain. You can taste the difference in the sauce, which, by the way, takes hours to simmer, not minutes.
What Actually Happens Inside Crave North Myrtle Beach SC?
Most people think of Myrtle Beach food as fried shrimp baskets or overpriced steaks. Crave flips that script. It’s officially "Crave Italian Oven & Bar," and that "oven" part is the backbone of the whole operation. They use a wood-burning oven that reaches temperatures most home kitchens couldn't dream of. This isn't just for show. It creates a specific kind of char on the pizza crust and a smokiness in the roasted vegetables that you just can't replicate with gas or electric heat.
The menu is a bit of a beast. You’ve got the classics, sure. Veal Parmesan. Chicken Marsala. But then they throw a curveball with things like their "Angry Mac & Cheese." It’s got spicy habanero, cavatappi pasta, and enough cheese to make you forget your name for a second. It’s a polarizing dish. Some people come specifically for the heat, while others stick to the traditional Bolognese. Both groups are right.
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Wait times can be a nightmare. Let’s be real. If you show up on a Friday night in July without a reservation, you’re going to be standing in the lobby for a while. Even in the "off-season," which doesn't really exist in North Myrtle anymore, this place stays packed. It’s loud, too. If you’re looking for a quiet, whispered conversation where you can hear a pin drop, this probably isn't the spot. It’s high-energy. It’s clinking glasses and busy servers and the roar of the open kitchen.
The Meatball Obsession
We have to talk about the meatballs. Seriously. They are famous for a reason. Chef Collins uses a blend of meats—veal, pork, and beef—which is the holy trinity of Italian comfort food. They’re braised in marinara and served with a dollop of ricotta. It’s simple. It’s basic. And it’s arguably the best thing on the menu.
I’ve seen people order just the meatballs as an entree. No pasta, no sides, just meat and cheese. It’s a bold move, but I respect it.
Why the Wine Program Matters Here
A lot of beach restaurants treat their wine list as an afterthought. You get the choice of "red" or "white" and it usually comes out of a box or a very dusty bottle. Crave is different. They’ve actually put effort into a Wine Spectator-recognized list. You can find a $40 bottle of Pinot Grigio or you can drop several hundred on a high-end Super Tuscan if you’re celebrating a big win or just feeling particularly wealthy that day.
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- The Happy Hour Scene: It’s legendary among the locals. From 4:00 PM to 6:00 PM at the bar, things get lively.
- The Cocktails: They do a smoked Old Fashioned that involves actual wood smoke under a glass. It’s a bit theatrical, but it tastes incredible.
- The Service: Most of the staff have been there for years. In a town with a massive turnover rate in the service industry, that says a lot about how the place is run.
The bar area itself is usually three people deep. It’s a mix of golfers in polo shirts, retirees who look like they’ve spent the day on a boat, and younger professionals grabbing a quick bite. It’s one of the few places in North Myrtle Beach where the "see and be seen" vibe doesn't feel forced. It’s just natural.
Is it actually kid-friendly?
Sorta. You’ll see families there, and they have a kids' menu with the standard buttered noodles and pepperoni pizza. But because the space is a bit tight and the atmosphere is more "upscale lounge" than "family diner," it might not be the best place for a toddler who’s prone to mid-dinner meltdowns. It’s better suited for older kids or teenagers who appreciate a good plate of pasta.
Navigating the Menu Without Getting Overwhelmed
If it’s your first time at Crave North Myrtle Beach SC, don't overthink it. People tend to get paralyzed by the options.
- Start with the Meatballs. Obviously. Or the Crispy Calamari if you want something lighter.
- Check the Specials. They usually have a fresh fish of the day or a seasonal pasta that isn't on the main menu.
- The Pizza is a sleeper hit. Everyone goes for the pasta, but the wood-fired pizzas are thin, crispy, and easily shareable. The "Crave Pizza" with pepperoni, sausage, and mushrooms is the gold standard.
- Save room for the Tiramisu. It’s made in-house. It’s light, not too sweet, and has just enough espresso kick to wake you up for the drive home.
One thing people get wrong is the dress code. It’s Myrtle Beach, so you’ll see people in flip-flops. However, most people tend to dress up a little. Think "smart casual." You don't need a suit, but maybe leave the tank top and sandy board shorts for the oceanfront bars. You'll feel more comfortable if you've put a little effort in.
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The Local Perspective: Avoiding the Crowd
If you want the Crave experience without the two-hour wait, go on a Tuesday. Or go late. They serve dinner until 10:00 PM or 11:00 PM depending on the day. Arriving around 8:30 PM usually means you can snag a table or a spot at the bar without much of a hassle.
Also, use their online reservation system. It’s 2026; don't just wing it and then get mad when there’s a line out the door. The restaurant is located at 5900 North Kings Highway, which is technically the northern end of Myrtle Beach proper, right where it starts to blend into North Myrtle. It’s a high-traffic area, so give yourself an extra ten minutes for parking. The lot is shared with other businesses and can get pretty cramped during peak hours.
Technical Details and Authenticity
The kitchen uses a Marra Forni oven. For the pizza nerds out there, that’s a big deal. These ovens are handcrafted in Italy and are designed to hold heat in a way that creates the perfect "leopard spotting" on the dough. It’s that artisan touch that separates Crave from the dozens of other Italian spots nearby.
Everything is scratch-made. From the dressings to the desserts. You can tell because the flavors aren't uniform. The pesto might be a little brighter one day or the sauce a little heartier the next. That’s the sign of a kitchen that is actually cooking, not just reheating bags of pre-made base.
Actionable Steps for Your Visit
To get the most out of your night at Crave, follow this specific plan:
- Book 48 hours in advance. Seriously. Use their website or a booking app.
- Target the bar for Happy Hour. If you're solo or a duo, the bar is where the action is. The appetizers are discounted, and the bartenders are some of the best in the city.
- Order the "Angry Mac" as a side for the table. It’s too much for one person as a meal, but it’s the perfect "everyone try a bite" dish.
- Ask about the wine pairings. The staff actually goes through training on the wine list. If you’re eating the braised short rib, ask them what red will stand up to that richness. They actually know the answer.
- Check the hours before you go. They are usually open for dinner starting at 4:00 PM, but they don't do lunch. Don't show up at noon expecting a sandwich.
Crave isn't just another restaurant in a tourist town. It’s a staple because it refuses to cut corners. Whether you're a local who has been going since they opened or a visitor looking for one "real" meal amidst the fried seafood, it delivers. Just remember to bring your appetite and maybe a little bit of patience for the parking lot. It’s worth the hassle. Every single time.