05-02-2025
EXCLUSIVE: ‘We are not expensive': Salt Bae defends high prices for steak
Nusret Gökçe, the celebrity chef known globally as Salt Bae, has defended the price of his food at his luxury steakhouse chain Nusr-Et. In an exclusive interview with Arabian Business, Gökçe also claimed his restaurants are thriving with sales up on previous years.
Whilst many critics argue that the costs are excessive for what is offered at Salt Bae's venues, the Turkish butcher and social media star justified his pricing point.
'We are not expensive. This is a perception, not reality. Our product is the best of the best,' Gökçe said. 'Quality is never expensive. People keep saying it's expensive, but they never come and try the food. They never actually come and pay. If you try the food, you'll not 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.'
However, Gökçe's statements may do little to quell the controversy. Viral posts showing receipts from his restaurants, including an AED 615,000 ($167,000) bill shared on his social media, have drawn sharp criticism. Many argue that such extravagance is out of reach for the average diner. Gökçe insists these high bills reflect the unique dining experience and optional luxury add-ons such as gold-wrapped meat. 'This is our record. That's why I show it on social media,' he said. 'You can pay 1 million if you come and drink the expensive wine, if you eat a lot of gold meat. 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.'
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His menu's most extravagant item, the Golden Ottoman steak, priced at AED 3,500 and boasting a Wagyu Grade of 7, is a standout for those seeking indulgence. But Gökçe is eager to highlight the more accessible options, such as the AED 180 lunch special available in Dubai and London. This budget-friendly option has attracted diners looking for a taste of the Nusr-Et experience without the premium price tag.
Salt Bae: Revenue challenges and growth
The Turkish butcher-turned-restaurateur's global empire spans cities like Dubai, London, and New York, but not without its challenges. His London branch in Knightsbridge, for instance, saw profit before tax fall by 50 per cent in 2023, with turnover dropping from GBP 13.6 million in 2022 to GBP 9.3 million in 2023. Critics point to these figures as evidence that the high prices may not be sustainable.
Nonetheless, Gökçe's team paints a more optimistic picture. According to figures shared with Arabian Business, covers in 2024 were up 50 per cent and revenues increased by 20 per cent compared to the previous year. 'People come not just for the food but for the experience,' Gökçe said. 'It makes me feel very happy when someone spends money here because I know they're enjoying everything we've created. I hope whoever comes will spend the same money.'
Looking ahead, Gökçe is doubling down on expansion. Despite already having 30 branches across the globe, 2025 will see Nusr-Et open new locations in Mexico City, Monaco, Milan, Rome, Cappadocia, and Istanbul. 'We keep growing,' Gökçe said proudly. '2025 will be the company's biggest year yet.'
Critics, however, argue that focusing on social media stunts, like sharing extravagant receipts, alienates potential diners who feel the restaurant is catering to the ultra-wealthy. Gökçe counters this by emphasising the accessibility of his brand for different budgets and tastes. 'We have something for everyone,' he said.
