Salt Bae: Meet the butcher building a billion-dollar business one golden steak at a time

Arabian Business

05-02-2025

It's a cool Sunday afternoon in Dubai, and the Four Seasons hotel in Jumeirah is alive with quiet preparation. On the hotel's forecourt, valet staff are preparing for an influx of luxury cars that will grace the array of fine-dining restaurants. But there's one that stands out, Nusr-Et steakhouse. In its outdoor seating area, a man casually strolls with a cappuccino in hand. His outfit – a simple white t-shirt tucked into black trousers – might seem ordinary, but on him, it's iconic. Add the signature round sunglasses, and there's no mistaking him.
This is Nusret Gökçe, known to the world as Salt Bae. He walks the grounds like a king surveying his castle, calm but focussed. 'We keep growing,' he tells Arabian Business, a smile hinting at the pride behind his words. 'Business never sleeps. Our concept, our brand – everyone is waiting for us.'
The restaurant isn't open yet, but Nusret has been here since 8 AM following his daily workout. 'I am the first one here and the last one to leave,' he says. His Instagram, meticulously updated, reflects this relentless pace – a stream of posts showing him in the gym, running, working in his restaurants, or posing with delighted guests.
Nusret eyes return to Saudi Arabia
2025 is shaping up to be a banner year for the Turkish butcher, his empire is expected to expand with new openings in Mexico City, Monaco, Milan, Rome, Cappadocia, and Istanbul. But while Nusret continues to conquer new markets, he's not without his setbacks. His Riyadh restaurant, which closed its doors in April 2024, marked a rare blip for the Nusr-Et chain. Salt Bae is philosophical about the closure, attributing it to the restaurant's location and the timing of its opening.
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'We have a very good relationship with the Saudi people,' he explains, noting that many Saudis continue to flock to his Istanbul and Dubai locations. However, plans are already underway for a triumphant return, with aspirations to open in Jeddah, Mecca, and even the ambitious NEOM project on the horizon.
'We're in talks with the Saudis about the future,' Nusret confirms. 'We will come back soon and strong.'
Nusret's journey from a butcher shop in Istanbul to the helm of a 30-restaurant global empire is the stuff of modern entrepreneurial legend. Famous for his flamboyant salt-sprinkling move that went viral in 2017, Nusret has since turned his brand into a destination synonymous with opulence and theatrics. But the brand's allure comes with a hefty price tag, sparking frequent debates about whether the experience is worth the cost.
'We are not expensive,' Nusret insists. 'This is a perception, not reality. Quality is never expensive.' He points to the premium ingredients and exceptional service that define the Nusr-Et experience. 'Our product is the best of the best. I show people the details, I show them the product quality, I show them the service quality.' While social media has occasionally erupted over eye-popping receipts, like one for $167,450 that Nusret proudly shared, he clarifies: 'You can pay $50, $100, $200, or $100,000. It depends on what you want to eat and drink.'
'This was our record,' he explained. 'You can pay AED 1 million if you come… but the experience you'll not get anywhere else.'
His London outpost – which faced criticism for its prices and initial revenue dips – has recently shown a 50 per cent increase in covers and 20 per cent increase in revenue compared to 2023, in figures shared with Arabian Business. It's a testament to Nusret's belief in perseverance and continuous improvement. 'Success is like riding a bicycle,' he says. 'You have to keep pedalling. If you stop, you fall.'
From butcher's apprentice to empire
Nusret's dedication is deeply rooted in his modest beginnings in the village of Şenkaya Paşalı, in Erzurum, Turkey. Growing up in a financially struggling family, he left school at 13 to work as a butcher's apprentice. The journey from his village to the store was a gruelling daily 4-hour round trip on public transport, but it marked the beginning of his ascent. It would be at this butcher's where Nusret learnt his craft, working in excess of 16 hours a day on less than $50 a month. A lifestyle he pursued for 14 years straight.
'I can't say that becoming a butcher was a dream; it was a necessity,' he recalls. 'But I realised this was my path and decided to give it my best.' Long hours and harsh conditions shaped his work ethic, which remains evident today. 'For 14 years, I never took a day off because there was no option. On weekends, I would sleep on a chair because there was no bed in my accommodation – and the whole time I never received a single penny from my parents because they had nothing,' he emotionally describes.
His relentless pursuit led him to Argentina and the United States, where he learned the art of steak preparation and restaurant management. Despite multiple visa rejections, Nusret's determination paid off. He returned to Turkey armed with knowledge and a dream, opening his debut restaurant in 2009 with just 10 tables. By the end of the first day, 250 people had dined there, and a business phenomenon was born.
Fast-forward to today, and Nusret travels between his restaurants in a private jet, personally ensuring each location meets his exacting standards. But it's Dubai, where he opened one of his flagship restaurants, that holds a special place in his heart. 'Nusret was born in Istanbul, but Dubai made me international and global,' he says. 'People now come to Dubai to see the Burj Khalifa, Burj Al Arab, and Nusr-Et.' Notably, the Dubai branch consistently ranks as the highest revenue earner in his portfolio, on some evenings recording more than 1,000 diners. Which explains the flash green Rolls Royce Phantom he drives around in on the rare occasions he leaves his restaurant or residence.
But it was essentially the salt sprinkling move that sparked his meteoric rise. A single moment captured a decade ago: 'I started this move in 2015,' Gökçe explains. 'I would go to each table, make the service, and do the move. Everybody liked it. Then one day in Dubai, I asked our waiter to make a video. I cut a big tomahawk steak, and I put the salt with the sun shining and it looked like rain or snow.'
The video was posted later that night, but little did Nusret know what was about to happen. 'When I woke up, my phone was different,' he recalls with a grin. 'In one hour, I had one million followers. By the end of the week, it was seven million. The whole world saw the video, and people started coming to our restaurant.' He says, the flamboyant seasoning of the steak wasn't a calculated move, but rather instinctive. 'It comes from my heart. Like Cristiano Ronaldo has a move, this is my move, my signature.'
As guests begin to arrive for dinner, Nusret's demeanour shifts. He greets visitors warmly, waves to diners, and even acknowledges the valet team as they finish their evening briefing. By the time the restaurant is packed, the noise is immense, the music booming, and laughter fills the air. At the centre of it all is Nusret, moving from table to table, sprinkling salt with theatrical flair and posing for endless photos.
Salt Bae's viral World Cup moment
Nusret's meteoric rise hasn't been without controversy. His appearance on the pitch during the 2022 FIFA World Cup final in Qatar, where he touched and kissed the trophy, drew widespread backlash. The illustrious prize is only supposed to be touched or held by a select group of people, including FIFA officials and tournament winners– on that day, the Argentinian football team.
Reflecting on the incident, Salt Bae admits, 'It was my mistake. If I knew the rules, I would never have touched it.' Yet, ever the pragmatist, Nusret acknowledges the publicity it generated. 'Normally, people talk about the World Cup for a few months. But since I touched it, people are still talking about me!' He's quick to assure, though, that he'll steer clear of such controversies in the future.
'Next World Cup, even if I have the chance, I'll never touch the World Cup. I will go to the stadium to see the match, but I'll never touch it again,' he says. He's keen to share that since the controversy he's received support and a warm welcome from Argentina and the Argentinian people, as well as Qatar where his steakhouse opened in 2017.
Despite his unparalleled fame and fortune, Nusret remains committed to giving back. In his hometown in Turkey, he has built a mosque and library in honour of his parents and provides free meals to thousands of families during Ramadan. 'I don't want to forget where I came from,' he says. 'This is very important for me because when I was in born in Turkey, we had nothing. Now, these children and families have a chance that I didn't have.'
Nusret's perfectionism is palpable. Every detail of his brand, from the design of his restaurants to the choreography of his famous salt move, is executed with precision. His personal grooming mirrors this ethos – his hair tied back in a flawlessly placed ponytail, his thin signature moustache and soul patch meticulously trimmed. Even during our conversation, he confides that speaking in English on camera makes him nervous, doing an interview with Salt Bae is incredibly rare, and he wants to make sure he is understood by everyone.
For many, Nusret is the charismatic showman behind the 'Salt Bae' meme. The flashy lifestyle portrayed on social media is somewhat a façade for the public to witness. But for those who know him, he's a tireless entrepreneur with an unwavering commitment to excellence. 'I'm not a singer or a football player,' he says, 'but people love me like one.'
Celebrities like Lionel Messi, Cristiano Ronaldo, and Leonardo DiCaprio have all dined at his tables, but Nusret insists he treats every guest – famous or not – like family. When asked if he thinks he's misunderstood by people, and journalists of past, he says, 'I cannot make everybody happy. Many people only see me through social media, they look at my pictures and videos and then they judge me. But people who know me personally, know that I'm hard-working, humble and just want to make a success of what I love to do.'
Once we wrap our chat, Nusret gets straight to work, serving and cutting steaks with precision. By the time the night reaches its peak, he's still darting between tables, ensuring each guest leaves with a story to tell. What is clear is that people are having a great time, and when Salt Bae arrives to season their steaks, it's as if they're in the presence of a celebrity – gleaming in awe of his exuberant aura. It's impossible not to think that a documentary of some sort should be made about him and this towering figure.
As February approaches, Nusret remains as passionate and hands-on as ever, driven by a singular mantra: 'Hard work, discipline, and creativity. Always 110 per cent.' For the man who turned a sprinkle of salt into a global phenomenon, the journey is far from over. 'This is just the start,' he says with a grin. 'We still have a long way to go.'