Nusret Gökçe, better known as ‘Salt Bae,’ is making headlines as he engages in discussions to establish his renowned Nusr-Et steakhouse within Saudi Arabia’s innovative Neom project. This ambitious endeavor follows the recent closure of his Riyadh restaurant in April 2024, which served the city for less than two years. As Salt Bae prepares for this new venture, it highlights his relentless pursuit of expansion despite setbacks in the region.
In a recent interview with Arabian Business, Gökçe detailed his vision for the future, particularly emphasizing 2025 as a pivotal year for his burgeoning brand. “I think 2025 will be our best year yet,” he declared confidently, underscoring his optimistic outlook on the global expansion of his restaurant chain.
“We will open in Mexico City, Monaco, Milan, Rome, Cappadocia, and Istanbul. This is our 2025 opening plan,” he stated, revealing that this initiative will expand his restaurant footprint to nearly 40 locations worldwide.
Reflecting on his Riyadh branch’s closure, Gökçe cited challenges related to timing and location while expressing hope for his continued relationship with Saudi customers. “Normally, you know we have a very good relationship with the Saudi people. Many come to Nusr-Et in Istanbul. All Saudis love Nusr-Et; they love the brand, they love our food, and we love Saudi,” he noted, reinforcing his dedication to the Saudi market.
The Riyadh establishment, situated in Cenomi U Walk, commenced operations in late 2021 but was unable to sustain itself beyond early 2024. “We’ve decided we must open in a different location. I want to open in Mecca and Jeddah, and when that is successful, I want to open in the new project in Saudi,” he explained, indicating his intent to tailor his offerings to better suit the region’s demographics and preferences.
Gökçe confirmed that negotiations are in progress to set up a Nusr-Et location in Neom. In his discussion with Arabian Business, he remarked, “With Neom, we start to talk together for the future with the Saudis, and we’ll come back to the country very soon,” evidencing his commitment to reestablishing his brand in the Kingdom.
Salt Bae’s Dubai Dominance
Salt Bae’s steakhouses have captivated diners worldwide with their luxurious settings, theatrical food presentations, and top-tier cuts of meat, catapulting the brand to international fame after Gökçe’s iconic ‘salt sprinkling video’ went viral in 2016. With over 30 locations globally, Nusr-Et operates in key cities including New York, Miami, Abu Dhabi, Dubai, London, and Beverly Hills.
Despite the expansive reach, Gökçe revealed that his Dubai franchise is the most lucrative, stating it is “one of the most important” locations in his overall portfolio. “Out of all my restaurants in terms of revenue, it does the best, so from a business perspective, it’s important,” he said, adding, “Every restaurant is like my baby, but Dubai is very important because I was born in Turkey, but Dubai made me international.”
Attracting a host of high-profile patrons, including celebrities like Leonardo DiCaprio, David Beckham, and Naomi Campbell, Gökçe’s dynamic presence and attention to detail have turned his brand into a multi-million-dollar success story.
“We keep on growing … business never sleeps; our concept, our brand, everybody around the world is waiting for us,” he remarked confidently, highlighting his ambition and vision for the future of Nusr-Et.