From Social Media Star to Embattled Boss: Salt Bae's Empire in Crisis

Salt Bae was once an icon of success in the social media era, but in just a few short years, from a small-time chef to a celebrity billionaire adored by stars, he is now facing challenges that few could have predicted. From managing 31 restaurant branches worldwide, Salt Bae now only operates two struggling locations, with losses reaching up to £5.4 million and numerous lawsuits from employees condemning his toxic management practices.

Salt Bae: From Rags to Riches

Nusret Gokce, known worldwide as Salt Bae, was born into a working-class family in Turkey. His father was a miner, his mother a homemaker, and as a child, he wore hand-me-down clothes. He dropped out of school early and started working at a butcher shop. In 2007, he borrowed money to fly to Argentina to learn the art of steak cutting. Three years later, he returned to Turkey and opened a tiny shop with just eight tables—marking the start of an unpredictable journey.

By 2017, a 36-second video of his “Ottoman Steak” went viral online. In the clip, Salt Bae not only expertly cuts meat but also strikes a pose that leaves viewers mesmerized—his left leg slightly bent, right arm raised, and his fingers elegantly twisting a handful of salt before sprinkling it onto a steak. The move was executed with perfect precision, and anyone watching was captivated.

Initially, the video circulated within a small circle, but two weeks later, pop star Bruno Mars saw it on Twitter and shared it. Views skyrocketed from a few thousand to 2.4 million, then continued to explode. In a short time, Salt Bae became a global phenomenon, with millions of fans on social media.

The Salt Bae Empire: From Humble Beginnings to Glamour

Seizing the opportunity, Salt Bae rapidly expanded his business. Within a year, he registered his brand, opened his first restaurant named Salt Bae in Istanbul, and then opened NusR-et in Miami. Branches sprouted in New York, London, Dubai, Mykonos, and Ibiza, totaling 31 locations worldwide.

The New York branch, in Manhattan, achieved over £1 million in revenue within its first month. In London, a 24-karat gold-wrapped steak cost £700, a meat-based “noodle” dish was priced at £95, and even gold-wrapped burgers were valued at £100. In Dubai, a gold-dusted beef steak could reach 1,250 dirhams (about £268), while non-golden steaks started at 340 dirhams.

Salt Bae’s target clientele isn’t ordinary people. Celebrities like Leonardo DiCaprio, Messi, the Beckham family, and others flocked to his restaurants. Even Sheikh Mohammed bin Rashid Al Maktoum, Prime Minister and Vice President of the UAE, is a fan. Salt Bae’s life became an endless party—owning at least two Rolls-Royces worth over £250,000 each, a speedboat, and a private jet. He even reportedly used his private plane just to fly back and forth for high-end meat meals in Dubai.

When the Spotlight Fades: Dark Secrets Revealed

But success built on an unstable foundation rarely lasts. Starting in 2023, negative voices began painting a very different picture of Salt Bae.

Customers complained that after paying £500 for him to cut their steak, they were disappointed to see him talking on his headphones and not paying attention while cutting. But that wasn’t the worst. Employee lawsuits followed: one in London accused him of wrongful termination over petty issues; another in New York claimed unpaid wages and reduced tips. Although Salt Bae’s lawyers dismissed these claims as baseless, employee testimonies painted a very different picture.

An anonymous female employee described the working environment under Salt Bae as “very stressful,” with long hours being normal, even monitoring bathroom breaks and water intake. She revealed that Salt Bae would make unreasonable demands, such as requesting staff to give him foot massages during dinner service. Worse, he would meet with other women after shifts, acting like a celebrity.

She also disclosed that those expensive steaks were simply covered in cheap edible gold, but the image of Salt Bae’s legend helped sell them for hundreds of pounds more. In a lawsuit in New York, bartender Elizabeth Cruz accused management of requiring her to wear a “short dress and high heels,” making her feel sexually harassed. Although the case was eventually settled privately, the toxic work culture fostered by Salt Bae could not be hidden.

Salt Bae and Dangerous Connections

Salt Bae’s circle of celebrity friends once added to his aura. He appeared with Diddy, the music mogul, at restaurants in London and nightclubs in Dubai. In 2017, Diddy even invited Salt Bae to cook for friends and family at his estate, and he attended Diddy’s New Year’s party in Miami. Salt Bae called Diddy “the greatest genius in history, a true friend.”

Now, Diddy’s criminal sexual assault case has shocked the entire U.S. While Salt Bae, as a chef, may not be fully aware of all the details, this relationship has become one of the negative labels on his record.

Controversial Actions

To maintain fame, Salt Bae occasionally performs controversial acts. During the 2022 World Cup final, after Argentina’s victory, he suddenly stormed onto the field, hugged Messi tightly, kissed the trophy, and disrupted the celebration. The video went viral on social media. FIFA is investigating, and he later apologized, claiming he was “overcome with excitement,” but netizens weren’t convinced, criticizing him for trying to steal the spotlight.

From Billionaire to Crisis

Today, Salt Bae’s culinary empire is faltering. After owning 31 branches, he now only operates two struggling locations. Losses have reached £5.4 million, with no signs of recovery. While his success story inspired many, it also serves as a costly lesson about the true value in the social media age.

Fame can come quickly when built on personal branding, but when the glow fades, without a solid business foundation, collapse can happen even faster. Salt Bae has painfully demonstrated this—transforming from an inspiring story into a cautionary tale about the dangers of building an empire on an unstable base.