Nusret Gökçe, widely recognized as Salt Bae, is not just a culinary phenomenon; he’s an entrepreneur carving out a billion-dollar legacy one golden steak at a time. With his signature style of sprinkling salt, he has captivated audiences worldwide, transforming a simple butcher’s trade into an empire. In this article, we explore the incredible journey of Salt Bae, delving into how he built his brand, the setbacks he faced, and his ambitions for the future.
A Day in the Life of Salt Bae
As he strides through the bustling atmosphere of his restaurant, Salt Bae carries an air of authority that reflects his successful brand. “We keep growing,” he shares with Arabian Business, his modest smile revealing a mix of pride and determination. “Business never sleeps. Our concept, our brand – everyone is waiting for us.” Despite the restaurant not being open yet, Gökçe starts his day early, often arriving by 8 AM, putting in hours at the gym before diving into his work.
His active presence on social media mirrors this relentless work ethic, with posts showcasing every aspect of his life—from intense gym sessions to managing restaurants and mingling with happy diners. The Salt Bae phenomenon is not just about culinary excellence; it embodies a dynamic lifestyle that resonates with many.
Expanding the Salt Bae Empire
The year 2025 is set to be a monumental one for Salt Bae, as plans for new restaurant openings are unveiled. Locations slated for launch include Mexico City, Monaco, Milan, Rome, Cappadocia, and Istanbul. However, the journey hasn’t been flawless. The closure of his Riyadh establishment in April 2024 was an unusual setback for his Nusr-Et chain. Gökçe remains optimistic, citing the challenges as part of the business landscape. “We have a very good relationship with the Saudi people,” he explains, referencing the thriving visitor traffic from Saudi Arabia to his other locations in Istanbul and Dubai.
With ambitions for a triumphant return to Saudi Arabia, Nusret is planning openings in Jeddah, Mecca, and the futuristic NEOM project. “We’re in talks with the Saudis about the future,” he assures, indicating a determined comeback.
Quality Comes at a Price
Nusret’s ascension from a modest butcher shop in Istanbul to overseeing a global empire of over 30 restaurants is a testament to his unwavering drive. His signature salt-sprinkling technique, which went viral in 2017, established Nusr-Et as a symbol of luxury dining. Yet, this opulence often invites debate over pricing. “We are not expensive,” he argues. “This is a perception, not reality. Quality is never expensive.” He emphasizes the premium ingredients and top-notch service that elevate the dining experience. “Our product is the best of the best,” he claims, showcasing his commitment to excellence, even when diners receive jaw-dropping bills.
His London outpost, once criticized for its pricing, has recently seen a remarkable uptick—50% more covers and a 20% boost in revenue compared to 2023. “Success is like riding a bicycle,” Nusret observes, reflecting his belief in perseverance. “You have to keep pedaling. If you stop, you fall.”
The Rise from Humble Beginnings
Nusret’s persistence is rooted in his humble beginnings in Erzurum, Turkey, where financial hardships marked his childhood. He began working as a butcher’s apprentice at just 13, making a grueling four-hour daily commute on public transport. For 14 years, he devoted himself to learning the craft, working upwards of 16 hours a day with meager pay. “I can’t say that becoming a butcher was a dream; it was a necessity,” he reflects, emphasizing his committed work ethic that has shaped his present-day success.
After gaining experience in Argentina and the United States, Nusret returned to Turkey armed with knowledge and ambition. In 2009, he launched his first restaurant, which attracted 250 patrons on its opening day—a pivotal moment that marked the beginning of his remarkable journey. Today, he travels between his restaurants via private jet, meticulously overseeing each location. He fondly recalls that “Nusret was born in Istanbul, but Dubai made me international and global,” highlighting the crucial role the city played in his rise to fame.
Salt Bae and Controversy
Despite his overwhelming success, Nusret has faced challenges, including controversial incidents such as his appearance during the 2022 FIFA World Cup final, where he attracted backlash for touching the trophy. Reflecting on that moment, he admits, “It was my mistake. If I knew the rules, I would never have touched it.” Yet, he recognizes the unintended publicity it generated. “People are still talking about me!” he adds, vowing to avoid future controversies.
Even amid fame, Nusret remains committed to giving back to his community. He has constructed a mosque and library in his hometown and provides free meals to families during Ramadan. “I don’t want to forget where I came from,” he expresses, underscoring his dedication to uplifting those in need.
Every facet of Nusret’s brand showcases an unwavering commitment to excellence. His meticulous style, from the presentation of his dishes to the precise choreography of his signature salt move, is executed with unwavering precision. Even his grooming reflects this attention to detail—his hair perfectly tied back and his mustache meticulously trimmed. Speaking candidly, he admits to feeling nervous when speaking English on camera, showcasing his desire to connect with his audience accurately.
For many, Nusret Gökçe is simply the showman behind the Salt Bae meme, but those close to him know a different truth: he is a dedicated entrepreneur focused on achieving excellence. “I’m not a singer or a football player,” he reflects, “but people love me like one.” Even as celebrities flock to his tables—think Lionel Messi and Cristiano Ronaldo—he ensures that every guest, regardless of fame, feels like family. “I cannot make everybody happy,” he acknowledges, “but those who know me personally realize that I’m just a hard worker passionate about what I do.”
As our conversation wraps up, Nusret springs into action, expertly serving and cutting steaks with precision. The restaurant buzzes with energy as guests revel in their experience. For many diners, the moment he appears to season their steaks feels almost like a celebrity encounter, reinforcing the allure of Salt Bae.
Nusret remains as passionate as ever as he gears up for February with his motto firmly in mind: “Hard work, discipline, and creativity. Always 110 percent.” With a journey that has only just begun, he smiles and says, “This is just the start. We still have a long way to go.”