Latest news with #Gökçe
Eater
3 days ago
- Entertainment
- Eater
Salt Bae's Reign of Golden Steaks and Arm-Sprinkled Salt Ends in Beverly Hills
Nusret Gökçe, better known as Salt Bae, has sprinkled his last steaks in Los Angeles. The Beverly Hills outpost of Gökçe's global steakhouse chain, Nusr-Et, suddenly closed on June 4, four years after opening in 2021. In early 2025, Nusr-Et shuttered its Las Vegas location, but plans to reopen elsewhere in the city. Gökçe, a Turkish butcher and chef, first infiltrated the public consciousness when a video of him slicing into a steak and then sprinkling salt down his flexed forearm onto the meat waiting below went viral in 2017. His tight white T-shirt and tiny sunglasses instantly became recognizable — he even recreated the infamous post, sunglasses and all, at the Cannes Film Festival in 2019. Gökçe opened the first location of Nusr-Et in 2010, when only his immediate audience could enjoy his salt-slinging, forearm-seasoning tactics. However, in the years following his sudden rise to fame, Nusr-Et quickly expanded globally and announced a future location for Los Angeles. After years of development and moving on from its planned location in the Arts District, Nusr-Et opened in Beverly Hills in 2021. Gökçe was on-site for the opening weekend to sprinkle meat on request (hopefully, he had a strict forearm sanitation protocol). In Beverly Hills, Nusr-Et served a menu of steaks from the char-grill, including the mustard-marinated Amor (#Saltbae's Private Reserve Cut), a thick-cut wagyu Woww steak, and the #Saltbae tomahawk. The restaurant also served a Golden Experience menu, with enough gold-gilded meat to kick off another Gold Rush. A 24-carat gold-coated tomahawk went for $950, a golden Amor for $1,500, and a four-pound wagyu New York strip steak for $2,000. Meat sushi with Parmigiano (separate from the beef carpaccio on the menu) was also served atop mounds of sushi rice. But Salt Bae's rise and fall from virality wasn't without its issues. In 2019, Mr. Bae was accused of tip-skimming at his Manhattan restaurant. Two years later, in 2021, the restaurant group was sued for allegedly misclassifying employees to avoid paying overtime wages; the suit was later dismissed. And in 2023, Gökçe was banned from the 2023 U.S. Open Cup after he kissed the World Cup trophy. In 2023, Nusr-Et had seven locations in the U.S.; as of June 2025, there are only two remaining, in Miami and New York City. As Salt Bae and his salty forearms bid farewell to Los Angeles, Nusr-Et eyes further international expansion, with new locations planned for Mexico City, Rome, Ibiza, and more. Sign up for our newsletter. 184-188 Canon Dr, Beverly Hills, CA 90210
Leaders
05-02-2025
- Entertainment
- Leaders
Salt Bae Eyes Saudi Arabia Return: New Ventures Ignite Culinary Passion
Famous chef Nusret Gökçe, known as Salt Bae, has revealed that he is preparing an exciting comeback to Saudi Arabia with determined, innovative spirit. The Turkish butcher-turned-restaurateur confirmed he is in talks to bring his signature Nusr-Et steakhouse to the Kingdom with potential openings in Jeddah, Makkah and even the ambitious NEOM project. This follows the closure of his Riyadh steakhouse in April 2024, which operated for under two years. His Nusr-Et Steakhouse chain spans 28 global locations. By 2022, it achieved $225 million in sales, marking 57% growth since 2018. Recent expansions target Mexico City, Milan, and Rome, while operations paused in Dallas and Las Vegas. In an interview with Arabian Business, the Turkish chef confirmed his potential return to Saudi Arabia. 'We're in talks with the Saudis about the future. We will come back soon and strong,' he said. 'We have a very good relationship with the Saudi people,' he explained, adding that plans are already underway for venues in Jeddah, Makkah and NEOM. Luxury Dining and World Cup Controversy Gökçe defended his high-end pricing, stating, 'Our product is the best. You pay for quality and service.' Menus feature gold-leaf steaks, like the £850 Tomahawk, drawing global attention. Despite criticism, his Instagram-driven brand thrives, leveraging celebrity visits from Lionel Messi and Leonardo DiCaprio. Airport expansions, including a 2023 Istanbul outlet, aim to broaden accessibility. Outside of his restaurants, he faced criticism in 2022 for appearing on the pitch at the end of the World Cup final in Qatar. Salt Bae admitted, 'It was my mistake. If I knew the rules, I would never have touched it. Normally, people talk about the World Cup for a few months. But since I touched it, people are still talking about me. '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.' The incident fueled lasting media scrutiny. However, his social media mastery—boasting 50 million followers—continues to drive engagement, blending culinary artistry with viral theatrics. Future Vision: Culinary Innovation and Community Impact Beyond expansion, Gökçe emphasizes sustainability, redirecting food waste to shelters and recycling oil into biodiesel in Turkey. He aims to replicate these initiatives globally, aligning with Saudi sustainability goals. His temporary Jeddah Season pop-up in 2019 hinted at deeper regional ties, now solidified through the potential partnerships. Ultimately, Salt Bae promises a dynamic return, igniting local pride while elevating Saudi Arabia's gourmet landscape with fervent innovation truly. Short link : Post Views: 4
Arabian Business
05-02-2025
- Entertainment
- Arabian Business
‘It was my mistake': Salt Bae regrets touching football World Cup, ‘I'll never do it again'
In a candid admission, Nusret Gökçe – globally known as 'Salt Bae' for his signature salt-sprinkling gesture – has expressed regret over his controversial appearance on the pitch after the 2022 FIFA World Cup final in Qatar. Speaking to Arabian Business in an exclusive interview, the celebrity chef acknowledged his actions, which included touching and kissing the World Cup trophy, as a mistake. 'I love football, I love Argentina,' Gökçe said, explaining his deep admiration for the sport and the nation. 'The me, it's like a second home. But this was an accident. It was my mistake. Before, I didn't know the rules; now I know the rules. If I knew the rules, I would never have touched the World Cup,' he admitted. Salt Bae's World Cup incident The incident, which unfolded during Argentina's celebrations after their dramatic victory over France, saw Salt Bae enter the pitch and interact with players, including Lionel Messi. Videos of him holding and kissing the coveted World Cup trophy went viral, triggering widespread criticism from fans and commentators alike. FIFA rules stipulate that only a select group – including players, coaches and heads of states – are permitted to touch the trophy. The backlash was immediate. Football purists and casual fans alike voiced outrage on social media, accusing Nusret Gökçe of overstepping boundaries and detracting from the players' historic moment. At the time, one wrote on Twitter, 'He ruined a once-in-a-lifetime moment for the players.' Another commented, 'This was their time to celebrate, not a publicity stunt for Salt Bae.' Others described the act as 'cringey' and 'completely out of line.' But in an apologetic tone, Salt Bae told Arabian Business, 'I agree, it was my mistake.' 'I understand why people were angry. Some people loved it, some didn't like it, but it doesn't matter. You must follow the rules,' he admitted. Reflecting on the fallout, Gökçe acknowledged the intense reaction but also noted the enduring attention the incident has garnered. 'Normally, everybody talks about the World Cup for one or two months after the final – but since I touched it, people are still talking about me!' he remarked. Despite this unintended notoriety, the celebrity chef appears to have learned his lesson. He vowed never to repeat the mistake: 'Next World Cup, if I have the chance, I'll never touch the World Cup. I will go, of course, to the stadium to see the match, but I'll never touch it again.' View this post on Instagram A post shared by Nusr_et#Saltbae (@nusr_et) Gökçe rose to fame in 2016 through a viral video showcasing his flamboyant meat-salting technique, earning him the nickname 'Salt Bae.' His popularity catapulted his restaurant empire, with locations spanning from Dubai to Miami, frequented by A-list celebrities and influencers. Today he has more than 30 restaurants in global cities and has garnered more than 70 million followers across his social media platforms. The incident prompted FIFA to tighten its regulations on pitch access after launching an official investigation; ensuring only authorised personnel are allowed to participate in post-match celebrations.
Arabian Business
05-02-2025
- Business
- Arabian Business
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.' View this post on Instagram A post shared by Nusr_et#Saltbae (@nusr_et) 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.
Arabian Business
05-02-2025
- Business
- Arabian Business
Salt Bae in talks for steakhouse in Neom, Jeddah, Mecca
Nusret Gökçe, famously known as 'Salt Bae,' has revealed he's in discussions to bring his signature Nusr-Et steakhouse to Saudi Arabia's ambitious Neom project. The news comes after the closure of his Riyadh restaurant in April 2024, which served the capital for less than two years. In an exclusive interview with Arabian Business, Gökçe shared his plans for the future, describing 2025 as a transformative year for his brand. 'I think 2025 will be our best year yet,' he confidently explains. 'We will open in Mexico City, Monaco, Milano, Rome, Cappadocia, Istanbul. This is our 2025 opening plan,' taking his restaurant count to almost 40 locations. Addressing the closure of his Riyadh branch, Gökçe pointed to challenges with timing and location but remained optimistic about his 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 said. The Riyadh restaurant, located in Cenomi U Walk, launched in late 2021 but had ceased operations by early 2024. Reflecting on this, Gökçe explained, 'We've decided we must open in a different location. I want to open in Mecca and in Jeddah, and when that is successful, I want to open in the new project in Saudi,' referring to the Kingdom's futuristic, $500 billion mega-city which is under construction. The restaurateur confirmed discussions are underway to establish a Nusr-Et in Neom. Telling Arabian Business, 'With Neom, we start to talk together for the future with the Saudi's and we'll come back to the country very soon.' Salt Bae's Dubai dominance Salt Bae's steakhouses, known for their opulent ambiance, theatrical presentations and premium cuts of meat, have become a global phenomenon since Gökçe gained international fame with his viral 'salt sprinkling video' in 2016. With over 30 locations worldwide, the chain boasts branches in cities such as New York, Miami, Abu Dhabi, Dubai, London and Beverly Hills. Despite the multiple locations, Nusret Gökçe told Arabian Business, his Dubai branch is by far the most profitable and remains, 'one of the most important' restaurants in his portfolio. View this post on Instagram A post shared by Nusr_et#Saltbae (@nusr_et) '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.' The restaurants have attracted star-studded clientele, including celebrities like Leonardo DiCaprio, David Beckham and Naomi Campbell. Gökçe's larger-than-life persona and attention to detail have propelled the 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 confidently said.
