Our Story

OUR VISION We believe every visit should feel like an occasion. From the warmth of our service to the craftsmanship behind every plate and cocktail, every detail is designed to create an experience worth returning to. New energy. New experiences. The same commitment to excellence. Welcome to a new era of PRIME.

A NEW ERA OF PRIME PRIME Steak & Seafood enters a new chapter. Now part of the Altura Concepts family, PRIME honors the legacy that made it a McAllen destination while introducing a renewed vision shaped by exceptional hospitality, culinary craftsmanship, and elevated experiences. Our menu draws inspiration from the Argentinian steakhouse tradition, showcasing premium steaks, exceptional seafood, and the bold flavors of live-fire cooking—all brought together with PRIME’s unmistakable character.