The London restaurant owned by Nusret Gökçe, better known as Salt Bae, has experienced a significant decline in profits, indicating a potential shift in the popularity of his extravagant dining establishments.
Nusr-Et Steakhouse in Knightsbridge reported a profit of £1.7 million in 2023, a stark 48% decrease from the £3.3 million recorded in 2022. Sales also saw a substantial drop of 31%, falling to £9.3 million. This financial downturn suggests a waning interest among affluent diners in Salt Bae's culinary offerings.
Nusret Gökçe rose to fame in 2017 when a video showcasing his unique salt-sprinkling technique went viral, amassing over 16 million views. This internet sensation catapulted him to celebrity status and led to the expansion of his restaurant empire. The London branch, which opened in September 2021, initially enjoyed considerable success, generating approximately £7 million in sales during its first four months of operation.
The restaurant's menu features extravagant items such as a £630 giant tomahawk steak and a £50 gold-plated baklava dessert. However, recent developments suggest that the novelty of Salt Bae's offerings may be wearing thin. The closure of one of his New York restaurants in May 2024 and his Manhattan burger establishment in 2023 further indicates challenges within his culinary empire.
Critics have not been kind to the London Nusr-Et Steakhouse. On Tripadvisor, it ranks 15,018th out of 15,422 London restaurants, with patrons criticizing the atmosphere, value, and food quality. Food critic William Sitwell deemed the £35 price tag for a tuna tartare starter "inexcusable," prompting the restaurant to lower some prices in 2023.
Salt Bae's career has been marked by both triumphs and controversies. Starting as a butcher's apprentice at age 13, he opened his first restaurant in Istanbul in 2010. By 2023, his net worth was estimated at $70 million, with a significant social media following of over 49 million on Instagram. However, he has faced legal challenges, including allegations of wage theft, and criticism for serving controversial political figures.
The recent financial downturn at his London establishment raises questions about the sustainability of Salt Bae's business model, which relies heavily on his personal brand and social media fame. As the novelty fades, it remains to be seen whether his restaurants can adapt to changing consumer preferences and maintain their appeal in the competitive culinary landscape.
"I can't do anything about the reason I was there, but I would never, ever step on the World Cup pitch again. There were two billion people watching the World Cup ... How many people are speaking about me? Five billion. The whole world."
As Salt Bae's restaurant empire faces these challenges, the future of his high-priced, social media-driven dining concept hangs in the balance. The coming months will likely be crucial in determining whether the viral chef can reignite interest in his establishments or if his moment in the culinary spotlight is coming to an end.