Nusret’s Restaurant: From Meme to Successful Restaurant Owner
Nusret Gökçe-aka Salt Bae-turned a viral meme into a global restaurant empire. Discover the prices, locations, criticism, and how the steak king built his business.
Salt Bae has shown that luxury isn’t just about deep pockets-and his London restaurant proves how a viral meme can become a real gastronomic empire when backed by years of craftsmanship.
- From butcher’s apprentice to social-media phenomenon: Nusret Gökçe left school in sixth grade to support his family. By 13 he had completed his butcher apprenticeship-the foundation for everything that followed.
- The meme that changed everything: In 2017 a short video featuring Nusret’s signature salt gesture went viral-overnight the chef became a global brand.
- From small operation to Nusret Restaurant: He opened his first restaurant in Turkey in 2010. Today his London location is counted among the city’s most profitable.
Salt Bae: How a Meme Powers a Culinary Empire
You know the image: white T-shirt, sunglasses, a steak-and then that gesture. With a pinch of salt he lets fall in exaggerated slow motion over the meat, Nusret Gökçe became an internet sensation in 2017. The video spread around the world in hours and turned a Turkish butcher-turned-chef into a global figure.
Behind the pose lies a story that began without glamour. As a child his family struggled financially. In sixth grade he dropped out of school to start a butcher apprenticeship. By age 13 he had finished it-and found no joy in the work: a single day consisted of nothing but cutting meat.
Nusret Gökçe didn’t just celebrate the art of cooking; he proved that craftsmanship and staging can fuse into a brand that commands global attention.
From Latin America to London: The Road to His Own Restaurant
Starting in 2007, Nusret spent three years traveling through Latin and North America, working unpaid as a line cook in various restaurants. In 2010 he returned to Turkey and fulfilled his dream: he opened his first restaurant. In 2012 another company invested in his operation-the seed for what is now known as the Nusret chain.
His London outpost is regarded as one of the city’s most profitable restaurants. Turkish beef, personal service from the boss himself, a presentation that hovers between craft and performance. Reviews are mixed-between admiration for the meat quality and skepticism toward the price of the spectacle. It’s precisely that ambivalence that fuels the allure. Gökçe has grasped that today his offering is no longer just the steak, but the experience behind it.
What Remains After the Hype
Memes fade. Restaurants must impress every day. That Nusret Gökçe manages both-sustaining cult status while running a viable hospitality business-is the truly remarkable part. The former butcher from a poor family didn’t just create a viral moment; he built a business model around it. How long it lasts remains to be seen. For now, he keeps sprinkling the salt.
Good to Know
▸Who is Salt Bae, really?
Nusret Gökçe, born in Turkey, is a trained butcher and restaurateur. His nickname “Salt Bae” comes from a 2017 viral video in which he sprinkles salt onto a steak. Today he operates restaurants in multiple countries.
▸How did Nusret Gökçe become famous?
A short video from 2017, in which he sprinkles salt over a steak with an extravagant gesture, turned him into an overnight internet sensation. The meme went global-and so did his name.
▸What’s special about his restaurant?
Nusret personally serves guests in his restaurants, blending butcher craft with showmanship. His London location is considered one of the city’s most profitable; opinions on price and staging are divided.
