Once a viral sensation, now facing a global downturn — Nusret Gökçe, famously known as Salt Bae, is watching his luxury restaurant empire unravel.
From Gold-Steak Fame to Financial Strain
Salt Bae rose to fame in 2017 with a flamboyant salt-sprinkling gesture that turned him into a meme and a global brand. His Nusr-Et steakhouses expanded rapidly across major cities like Dubai, London, Miami, and Istanbul, offering extravagant dishes — including gold-covered steaks priced over $1,000.
But recent reports reveal a dramatic reversal: the company has suffered losses exceeding $7 million, with multiple restaurants shutting down, particularly in the U.S. market. Out of seven U.S. locations, five have reportedly closed due to poor performance.
Negative Reviews and Public Backlash
The downfall isn’t just financial. Online reviews have turned sour, citing:
Overpriced menus with underwhelming quality
Inconsistent service and long wait times
Controversial behavior, including Salt Bae’s unsolicited presence at the 2022 World Cup final
These factors have triggered a wave of criticism, damaging the brand’s reputation and customer trust.
What’s Next for Salt Bae?
Despite setbacks, Salt Bae continues to expand in select markets — including a new opening in Milan. However, industry experts suggest that survival will depend on:
Rebranding toward authenticity and value
Streamlining operations and pricing
Rebuilding trust through consistent service and transparency