The world-famous finger salt user’s business has taken a big hit.
This hand movement is familiar to many. EPA / AOP
Almost every social media user has seen a video where Nusret Gökçe sprinkles golden finger salt over the steak. He is also known as “Salt Bae”.
Known as a chef and restaurateur, Gökçe became world famous specifically through social media in 2017. Soon, videos showed him sprinkling salt on the steaks of the world’s most famous football players. The Nusr-Et restaurant chain was born, which has branded itself as a luxury steakhouse.
Now Salt Bae’s “restaurant empire is faltering”. This was reported by the Italian newspaper Corriere della Sera. A new Nusr-Et restaurant was recently opened in Milan, which raised doubts in the boot country.
El Mundo the cited article says that Salt Bae has taken the biggest hit in the United States. Six of the seven restaurants have already had to close.
In addition, London-based Nusr-Et made a loss of seven million euros last year. According to Corriere della Sera, large investments have driven the result drastically below freezing.
A 90,000 euro meal
The restaurants have also received rave reviews. They have been called vip rooms for celebrities, which do not have the atmosphere of a real restaurant. In addition, the prices of the portions are sky high. Dinner can cost you up to 90,000 euros.
Gökçe’s publicity stunts have also irritated people. In December 2022, for some reason, he was on the field after the World Cup final, when Argentina celebrated the world championship they had just won. Salt Bae also grabbed the World Cup trophy and took a selfie Lionel Messi’s with.
El Mundo reminds us that although Gökçe’s restaurant business is failing, the man himself is not in trouble. Nusr-et restaurants are owned by Dogus Group, which is one of the largest groups in Turkey.