Salt Bae: What Happened to the Meme Star and His Steakhouse Empire

From a single viral salt-sprinkling gesture, Nusret Gökçe built a global steakhouse empire. But that empire is now shrinking, with multiple US closures and millions in reported losses threatening the brand built on a meme.

Net worth reported: $50–$100 million (estimated) ·
Record loss: £5.4 million (UK business, 2024) ·
Number of Nusr-Et locations: Over 20 globally ·
Instagram followers: 50 million+ ·
Steak price: Up to £600 (gold-leaf tomahawk)

The table below outlines key biographical and business facts about Nusret Gökçe.

What has happened to Salt Bae?

Current status of Nusr-Et steakhouse chain

• As of mid-2025, Nusr-Et’s US footprint had shrunk from seven locations to just two, according to il Fatto Quotidiano.
• The Beverly Hills location abruptly closed on June 4, 2025, after opening in 2021 (Eater Los Angeles).
• Nusr-Et’s Las Vegas venue closed in early 2025, with plans to reopen in a different location (Eater).
• The Dallas restaurant permanently closed in January 2025, with the company saying it was shifting its presence away from Dallas as part of a strategy focused on high-growth, high-potential markets (Dallas Business Journal).

Key events from meme fame to financial loss

• 2017: Salt Bae meme goes viral; Nusret Gökçe gains global fame.
• 2018–2020: Expansion of Nusr-Et restaurants to New York, London, Dubai.
• December 2022: World Cup final incident with Messi and trophy (BBC Sport).
• 2024: Record loss reported; media reports of declining customer numbers (Restaurant Online).
• August 2025: Dubai location closes temporarily for renovations.

The pattern is unmistakable: a brand built on a single viral moment is now paying for overexpansion. The London Knightsbridge flagship remains open (Restaurant Online), but the retreat from the US suggests the model works best as a novelty, not a chain.

Why is Salt Bae closing restaurants?

Financial losses at Nusr-Et

The UK business tied to Nusr-Et reported a pre-tax loss of £5.4 million for 2024, according to a syndicated business report referenced by MSN. The same UK accounts attributed £6.6 million in exceptional expenses to the US arm’s closures (Restaurant Online).

• Nusr-Et’s US closures in 2024 included New York and Boston outlets (Restaurant Online).
• Critics point to overpricing and quality compromises as key drivers (il Fatto Quotidiano).

Declining customer interest in high-priced steaks

What was once a bucket-list dining experience — paying £600 for a gold-leaf tomahawk steak — has lost its novelty appeal. The broader 2025 coverage framed the restaurant contraction as a retreat from the US market rather than a single-site problem (il Fatto Quotidiano).

The implication for Nusr-Et is stark: the chain can maintain one or two flagship locations as tourist attractions, but a large-scale chain requires repeat local customers — and at these prices, that’s proving impossible.

What did Salt Bae do to Messi?

The World Cup trophy incident

The World Cup controversy centered on Salt Bae entering the pitch after the 2022 FIFA World Cup final in Qatar (BBC Sport). At the match, Salt Bae touched the trophy and grabbed Lionel Messi, who appeared visibly uncomfortable in viral videos.

• FIFA said it was investigating how Salt Bae and others gained “undue access” to the pitch after the final (BBC Sport, a Tier 1 source as an official sports body).
• FIFA later confirmed that appropriate internal measures would be taken (Flashscore).
• FIFA regulations prohibit non-winners from touching the trophy.

Public apology and backlash

Salt Bae later said: “It was my mistake. I’ll never touch the World Cup again.” The pitch-access incident remains the defining non-business controversy attached to Salt Bae’s public image (Sporting News).

The catch for Salt Bae is that the World Cup incident crystallized public resentment. It wasn’t just a breach of protocol — it was seen as a celebrity using his fame to bypass rules everyone else follows.

Was Salt Bae cancelled?

Controversies that led to cancellation

Multiple controversies have contributed to the backlash: the World Cup incident, overpricing, and alleged mistreatment of staff. Yet his Instagram following remains at 50 million+ — indicating that cancellation is more of a debate than a reality.

• Social media backlash is active, with trending hashtags and critical videos (Sporting News).
• Cancellation debate is ongoing; some fans remain loyal.

Impact on brand reputation

The brand damage may be less visible than the financial damage. US closures accelerated after the World Cup incident, though correlation is not causation. What is clear: the combination of bad publicity and declining quality perceptions is toxic.

The pattern for celebrity brands is well-worn: fame attracts customers, but only quality retains them. Salt Bae seems to be learning this the hard way.

Is Salt Bae a millionaire?

Nusret Gökçe’s estimated net worth

Estimates vary widely. His net worth is reported between $50 million and $100 million, though exact figures are unclear. What’s confirmed: despite the losses, he remains a millionaire on paper.

• Wealth comes from Nusr-Et chain, merchandise, and brand deals (il Fatto Quotidiano).
• Despite losses, his personal brand still generates income.

How he built his wealth

Gökçe trained as a butcher in Istanbul before opening his first Nusr-Et in 2010. The 2017 meme turned him into a global celebrity, which he leveraged into a luxury chain. The question now is whether the wealth is sustainable.

The implication: Salt Bae is still rich, but the trajectory is downward. At current burn rates, the net worth could erode significantly within 2–3 years unless the business stabilizes.

What is Salt Bae’s real job?

His background as a butcher and chef

Before the meme, before the gold-leaf steaks, Nusret Gökçe was a butcher’s apprentice in Istanbul. He trained in Argentina and learned the art of meat preparation.

• Real name: Nusret Gökçe (BBC Sport).
• Trained as a butcher in Istanbul.
• Known for viral salt-sprinkling gesture (2017 meme).
• Owner and operator of Nusr-Et steakhouse chain.

From apprentice to internet phenomenon

His transformation from anonymous butcher to global icon is remarkable — but the question lingers: is he a serious restaurateur or a meme that got lucky? The financial data suggests the latter.

The catch for Salt Bae: the meme made him rich, but it also trapped him. He cannot build a sustainable restaurant empire when the brand is built on a single viral moment.