Article by Joanna Sarah-Freedman
Salt Bae’s London restaurant was met with its fair share of controversy when it opened its doors last year.
Brainchild of Turkish restaurateur and TikTok star, Nusret Gökçe, Nusr-Et Steakhouse was initially met with ridicule when its London menu dropped, with “over-priced” items like £25 burrata, an £100 Gold burger and an £1,450 steak garnering scoffs, and landing it in the bottom one per cent of the UK’s restaurants, according to Trip Advisor.
But despite negative reviews, and even being dubbed “ludicrous” by restaurant critic, Jay Rayner, it seems that Salt Bae has had the last laugh, as the establishment still reported £7m in sales its first four months.
The restaurant opened its doors in September 2021 and subsequently filed a financial report to the UK’s Companies House, detailing its takings.
In the report, Gökçe’s business revealed that it had brought in £7m in its first four months of trading, with a profit of £2.3m ($2.79m) up until December.
Nusret UK Limited, which owns the restaurant, and comes under Turkish conglomerate Doğuş Group, said that the restaurant achieved “higher than the expected results” in the very difficult Covid and cost of living climate.
So, it appears despite everything that’s going on, people do still want to fork out to have an influencer sprinkle salt on their food. Who’d have thunk it?!
Doğuş has over 20 Nusr-Et restaurants around the world, the majority of which are in Gökçe’s hometown of Turkey, whilst other outposts are in New York and Los Angeles.
He launched his first restaurant in 2010, and now his culinary empire is so popular that he even owns a Saltbae burger chain and Cafe di Dolce patisserie, too.
We guess you really can’t question the power of meme culture…