From viral meme to luxury restaurant empire, the story of Salt Bae’s global fame and controversial prices
Nusret Gökçe, known worldwide as Salt Bae, has transformed from a Turkish butcher into one of the most recognisable figures in the culinary world, thanks to an unexpected viral moment in 2017. When Bruno Mars tweeted a screen grab of Gökçe’s now-iconic salt-sprinkling video with the caption “Annnddd I’m out”, it sparked a meme that would make Gökçe a global sensation. His charismatic pose—salt falling from his hand like a cascade—captured the internet’s attention, turning him into a larger-than-life figure with a cult following. Since then, Gökçe, who goes by the moniker Salt Bae, has amassed over 39 million Instagram followers and opened 14 restaurants worldwide, with the latest one making waves in London.
Salt Bae’s London restaurant, just steps from Knightsbridge station, has become a magnet for celebrities and affluent patrons. Diners have flocked to the establishment, often sharing their extravagant bills online. A recent £1,812 receipt shocked the internet, though it was for a group of eight. The menu, which includes a £630 tomahawk steak and £790 gold-coated meat, has been dubbed eye-wateringly expensive, with sides such as a £44 salad and £236.40 service charge. For a burger priced at £100 and drinks like £9 Cokes, the restaurant’s lavish offerings reflect the opulence that has become synonymous with Salt Bae’s brand.
The extravagant pricing is in line with Gökçe’s impressive wealth. In 2019, he acquired the luxurious Macka Palas hotel in Istanbul for €50 million, and his fortune is reportedly valued at £38 million. However, his rise to prominence didn’t come easily. Born in 1983 in the Turkish city of Erzurum, Gökçe grew up in a modest family with a father who worked as a mineworker. Dropping out of school at 13, he moved to Istanbul to apprentice as a butcher, eventually honing his skills across South America and the United States. After years of hard work, he returned to Istanbul in 2010 to open his first restaurant, Nusr-et, a name that cleverly combines “et” (meaning “meat” in Turkish) with his own brand.
Nusr-et restaurants quickly became popular in Turkey, attracting both locals and international visitors eager to sample Gökçe’s flamboyant style of serving meat. The true turning point came in 2017 when Bruno Mars’ tweet pushed Gökçe into viral stardom. Rather than shy away from the meme, Gökçe embraced it fully, capitalising on the persona that was quickly evolving into a global brand. Known for his muscular build, cigar-smoking image, and confident presence, Salt Bae became an internet icon—a symbol of extravagant luxury and theatrical culinary performance.
As his fame grew, so did his circle of high-profile fans. From celebrities like David Beckham, Leonardo DiCaprio, and Rihanna, to public figures such as Andrea Bocelli and football manager Roberto Mancini, Salt Bae has cultivated a vast and glamorous following. His restaurants in cities like Dubai, Mykonos, and Beverly Hills are known for their star-studded clientele, and his social media posts reveal glimpses of his opulent lifestyle. In one memorable moment, Salt Bae famously fed a piece of meat to UFC fighter Conor McGregor, a display that showcased his penchant for blending sensuality and spectacle.
While Gökçe’s rise from humble beginnings to restaurant mogul is impressive, it has not been without controversy. His prices and larger-than-life persona have led to criticism, with some questioning whether his lavish offerings are a symbol of genuine culinary artistry or just a carefully constructed marketing strategy. Nonetheless, Gökçe has become a symbol of modern celebrity culture, blurring the lines between chef, entertainer, and internet sensation. Whether admired or ridiculed, the story of Salt Bae is a testament to the power of memes, branding, and the ever-expanding world of luxury dining.
