Nusret Gökçe, famously known as Salt Bae, is making headlines for defending the pricing at his premium steakhouse chain, Nusr-Et. In an exclusive interview with Arabian Business, Gökçe addressed critics who label his offerings as overly expensive, asserting that his restaurants are flourishing and sales are on the rise compared to previous years. As the culinary star navigates the complexities of luxury dining, he stands firm in his belief that value and quality are paramount.
Defending Price Perception
While many detractors express concerns over the high costs associated with dining at Salt Bae’s establishments, Gökçe is adamant that these perceptions are misguided. “We are not expensive. This is a perception, not reality. Our product is the best of the best,” he stated. He further elaborated that true quality is never overpriced and invited people to experience the food firsthand. “If you try the food, you won’t 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,” he challenged.
Despite Gökçe’s reassurances, the controversy surrounding his pricing persists. Viral social media posts showcasing jaw-dropping bills from Nusr-Et, including a staggering AED 615,000 ($167,000) receipt, have drawn significant scrutiny. Critics contend that such extravagant charges are prohibitively high for the average diner. Yet, Gökçe insists that these receipts reflect the exclusive dining experience and optional luxury features, including gold-wrapped dishes. “This is our record. That’s why I show it on social media,” he explained. “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.”
A Range of Dining Options
Among the most lavish items on his menu is the Golden Ottoman steak, priced at AED 3,500 and featuring a Wagyu Grade of 7. However, Gökçe emphasizes that Nusr-Et also offers more budget-friendly alternatives, like the AED 180 lunch special available in both Dubai and London. This accessible option is designed to attract diners who wish to indulge in the Nusr-Et experience without breaking the bank.
Salt Bae’s Expansion Amid Challenges
As Gökçe expands his global restaurant empire—including locations in Dubai, London, and New York—he faces obstacles typical of the high-end dining sector. For example, his London restaurant in Knightsbridge reported a significant profit drop of 50 percent in 2023, with sales decreasing from GBP 13.6 million in 2022 to GBP 9.3 million in 2023. Critics use these figures to bolster their argument that such high prices may be unsustainable in the long run.
Nevertheless, Gökçe’s team presents a more buoyant outlook, stating that in 2024, patron counts jumped by 50 percent, and revenues soared by 20 percent compared to the previous year. “People come not just for the food but for the experience,” he pointed out, expressing joy when customers choose to spend their money at Nusr-Et. “I hope whoever comes will spend the same money,” he added.
Looking ahead, Gökçe plans to further expand his business, with new Nusr-Et locations set to open in cities like Mexico City, Monaco, Milan, Rome, Cappadocia, and Istanbul by 2025. “We keep growing,” Gökçe declared proudly. “2025 will be the company’s biggest year yet.”
While some argue that his attention to social media spectacles—like showcasing extravagant bills—alienates potential diners, Gökçe remains resolute, emphasizing the diverse options available to customers of differing budgets. “We have something for everyone,” he stated, reinforcing his mission to make high-quality food accessible to various tastes.