In 2017, a simple video turned a Turkish butcher named Nusret Gökçe into a global star overnight. His unique way of sprinkling salt with a flick of his wrist and salt sliding down his forearm, caught millions of eyes. He came to be known as Salt Bae. His fame led him to open restaurants in some of the world’s most renowned locations. But as time passed, things began to change. Now, his luxury steak restaurants are struggling to fill tables. “From viral fame to public backlash, Was it ego? Missteps? or just too much, too fast? Did he deserve the fall?” asked a post by the Instagram page Mental Health & Motivation. The Salt Bae Moment That Changed Everything Salt Bae’s rise started with a short video in 2017 which showed his signature move where he sprinkled salt with a dramatic wrist flick, letting it slide down his forearm onto a juicy steak. Wearing dark sunglasses and a tight white T-shirt, he became an internet sensation. View this post on Instagram A post shared by Nusr_et#Saltbae (@nusr_et) The video caught the attention of millions including celebrities like Bruno Mars who reposted it and Rihanna who even wore a Salt Bae t-shirt. Stars such as Leonardo DiCaprio visited his restaurants. He has also been pictured with soccer legend David Beckham and actor Jason Statham. The Luxury Steak Empire Salt Bae’s success led to the rapid expansion of his restaurant brand, Nusr-Et. Starting from a single location in 2010, his empire grew to include spots in Dubai, London, New York, Beverly Hills and more. His menu was anything but ordinary. At the Beverly Hills location, guests could enjoy char-grilled steaks like the mustard-marinated Amor, also known as Salt Bae’s Private Reserve Cut, thick wagyu Woww steak and the famous Salt Bae tomahawk. View this post on Instagram A post shared by Mental Health & Motivation (@mental.aspect) Nusr-Et also offered a lavish Golden Experience menu that featured steaks coated in edible gold. For example, a 24-carat gold-covered tomahawk steak was priced at $950, a golden Amor at $1,500 and a massive four-pound wagyu New York strip steak at $2,000. The menu even included unique dishes like meat sushi topped with Parmigiano cheese served on beds of sushi rice. The restaurants became famous not only for the food but also for the spectacle with Salt Bae often performing his salt-sprinkling routine at the table. Trouble In Paradise Salt Bae’s shine started to fade as serious complaints surfaced. A former waiter at his Manhattan steakhouse accused Salt Bae of taking a portion of the employees’ tips. According to a report in Eater, the waiter had claimed that tips were pooled but that management kept about 3 per cent before sharing the rest with staff including managers and non-service employees. The employee had also alleged that workers were shorted on pay for breaks and overtime. According to the lawsuit, anyone who complained about not receiving their full tips was systematically fired. Customers also started speaking out. Many said, “The show looks good. But the food isn’t worth it.” These accusations added to Salt Bae’s growing list of controversies. Public Missteps Salt Bae’s troubles extended beyond his restaurants. In 2022, he caused a stir by storming the pitch at the FIFA World Cup final without permission. He grabbed the trophy, kissed it and performed his signature salt-sprinkle gestures. Even Lionel Messi looked stunned by his unexpected actions. Many saw this as disrespectful. As a result, FIFA banned him from attending major events like the US Open Cup final. More recently, Salt Bae was denied entry and removed by security from a Champions League after-party. Once famous for selling $2,000 steaks to celebrities and wealthy patrons, Salt Bae’s restaurants are now struggling to stay afloat. In US, the number of Nusr-Et locations has dropped from seven to just two as of mid-2025.