From butcher's apprentice to global meme: the rise of Salt Bae
In short: Nusret Gökçe’s peculiar method of seasoning meat—dropping salt from his fingertips to his forearm—turned a Turkish butcher into a global phenomenon. While his viral videos garnered millions of views, his luxury steakhouse empire has faced scrutiny over everything from food reviews to labor disputes and political controversies.
Born in 1983 in the village of Paşalı, Turkey, Nusret Gökçe was forced to leave school in the sixth grade to work as a butcher's apprentice in Istanbul. His journey from a mineworker's son to a celebrity chef involved years of unpaid work in restaurants across the United States and Argentina between 2007 and 2010. His father worked as a mineworker. He began his apprenticeship in the Kadıköy district.
The 'Salt Bae' persona exploded in January 2017 following viral videos of his flamboyant meat preparation. Such notoriety drove the growth of Nusr-Et, a high-end steakhouse brand that, by 2021, operated locations across the United Kingdom, United States, Turkey, Greece, Italy, Spain, Qatar, Saudi Arabia, and the United Arab Emirates. He first opened a restaurant in Istanbul in 2010. He later expanded to Dubai in 2014.
However, the spectacle has not been without controversy. In 2018, early reviews of his New York City location were largely negative, with critics describing the food as overpriced and lacking flavor. His business has also faced legal and social challenges, including a $230,000 settlement with former employees over tip allegations in 2019, and a 2022 investigation by FIFA after he disturbed players on the field following the World Cup final. He faced criticism for comparing himself to Fidel Castro. He also drew ire for serving food to the Venezuelan president.
The financial trajectory of his flagship locations shows significant volatility. His Knightsbridge restaurant in London reported a 44% rise in pre-tax profits to almost £3.3 million in 2022, yet by September 2024, the same establishment reported a £4.2 million drop in revenue. His London restaurant has faced accusations of tip theft. He also purchased the Park Hyatt Istanbul in 2019.
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Sources
- Summary by Intellect · source: Salt Bae
- Also: Wikidata — Salt Bae · CC0
- Also: Wikidata — Nusret Gökçe · CC0
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