Nusret Gökçe, famously known as Salt Bae, is making headlines once again as he staunchly defends his steakhouse chain Nusr-Et against claims of exorbitant pricing. In a recent exclusive interview with Arabian Business, Gökçe asserts that despite criticisms regarding cost, his establishments continue to flourish, with sales surpassing previous years. The celebrity chef invites diners to reconsider what they perceive as expensive when it comes to the dining experience at his restaurants.
Defending Price Perception
While skepticism about the prices at Salt Bae’s venues persists, Gökçe remains resolute in his belief that the perception of high costs does not reflect the reality of his offerings. “We are not expensive. This is a perception, not reality. Our product is the best of the best,” he stated emphatically. According to him, once customers taste the food, their notions about pricing often change. “Quality is never expensive. People keep saying it’s expensive, but they never come and try the food. They never actually come and pay. If you try the food, you’ll not say that it’s expensive. So I invite everyone to first come and try, and then we will talk about if it’s expensive or not.”
High Bills and Unique Experiences
Despite his reassurances, controversy surrounding the prices charged at Nusr-Et remains heated. Gökçe has shared viral posts featuring staggering restaurant bills, such as one totaling AED 615,000 ($167,000). This prompted outrage, as many consumers believe such costs are unattainable for the average foodie. However, Gökçe clarifies that these hefty bills often stem from a luxury experience that includes extravagant add-ons like gold-wrapped meat. “This is our record. That’s why I show it on social media,” he explained. “You can pay 1 million if you come and drink the expensive wine, if you eat a lot of gold meat. But normally for one person, you’ll pay $100—if you go to another restaurant of the same standard, you will pay exactly the same.”
Accessible Options Amid Luxury
Among the most noteworthy choices on the menu is the Golden Ottoman steak, priced at AED 3,500 and featuring a Wagyu Grade of 7, which appeals to those ready to indulge. Yet Gökçe stresses that his menus also include affordable selections, such as a AED 180 lunch special available in both Dubai and London. This initiative aims to attract a diverse range of diners, enabling them to experience Nusr-Et without breaking the bank.
Growth Amid Challenges
Expanding his global footprint, Salt Bae has restaurants in prestigious locations, including Dubai, London, and New York. However, not all has been smooth sailing. His London outlet saw a significant decline, reporting a 50% fall in profit before tax this year. Turnover dropped from GBP 13.6 million in 2022 to GBP 9.3 million in 2023, a statistic critics use to highlight the unsustainable nature of high prices.
Nevertheless, Gökçe’s team portrays a more optimistic outlook, indicating that customer visits surged by 50% in 2024, along with a 20% revenue increase compared to the previous year. “People come not just for the food but for the experience,” he reflected. “It makes me feel very happy when someone spends money here because I know they’re enjoying everything we’ve created. I hope whoever comes will spend the same money.”
To bolster his vision, Gökçe is gearing up for substantial expansion in 2025, planning to launch new locations in cities like Mexico City, Monaco, and Milan, among others. “We keep growing,” he declared proudly. “2025 will be the company’s biggest year yet.”
While critics contend that extravagant social media displays may deter potential customers, Gökçe is keen to stress the inclusivity of his brand. “We have something for everyone,” he asserted, hoping to dispel the notion that Nusr-Et is solely for the elite.