Archive · 24 Sep 2025
Salt Bae's Rise and Fall: From Viral Sensation to Business Struggles
Salt Bae, a chef known for his dramatic salt sprinkling, became a viral sensation in 2017.
He opened restaurants around the world, attracting celebrities.
However, his brand faced criticism for high prices and mediocre food.
A World Cup incident in 2022 further damaged his reputation.
Many restaurants in the US closed due to negative reviews and other controversies.
Now, Salt Bae is trying new things, such as new restaurant concepts and expanding into new markets to stay relevant.
Nusret Gokce, known as Salt Bae, gained viral fame in 2017 for his unique meat-cutting and salt-sprinkling style.
He expanded his restaurant empire globally, attracting celebrity clientele and high prices.
Criticism of high prices, inconsistent food quality, and the theatrics overshadowing the food's taste surfaced.
A controversial incident at the 2022 World Cup further damaged his reputation and led to public backlash.
Many US restaurant locations have closed, and he is attempting to rebrand and expand into new markets.
- Who
- Nusret Gokce (Salt Bae), a Turkish chef and restaurateur.
- What
- The rise and fall of Nusret Gokce's culinary empire, marked by viral fame, expansion, controversy, and business challenges.
- When
- Gained viral fame in 2017 and experienced decline in the years following.
- Where
- Started in Turkey and expanded globally, with locations in Dubai, London, and the US, among others.
- Why
- His rise and subsequent fall were influenced by factors including viral fame, controversies, criticism, and shifting public perception.
- Born
- 1983 in Erzurum, Turkey
- First Restaurant
- Istanbul, Turkey (2010)
- Viral Fame
- 2017 (Ottoman Steak video)
- World Cup Controversy
- Qatar, 2022
- Restaurant Closures
- US locations in Dallas, Boston, Las Vegas, Beverly Hills (by mid-2025)
- Instagram Followers
- 53 million (as of article publication)