From losing millions, to one star reviews, and THAT pitch invasion at World Cup… inside the downfall of Salt Bae

HE once rubbed shoulders with A-Listers and you couldn’t open your phone without seeing his face on your social media feed. But the shine appears to have come off the man known as Salt Bae – famed for his outrageously expensive golden steaks – as he is rocked by controversies and his businesses are hemorrhaging millions of pounds. Credit: Newsflash A general view of the exterior of the Nusr-Et steak restaurant in London Credit: Getty His spectacular rise saw him go from a Turkish butcher to a global celebrity almost overnight – all thanks to viral power of his sprinkling salt pose. Stars including David Beckham, Leonardo DiCaprio and other A-listers flocked to his restaurants for the food and the spectacle – with diners paying up to £1,450 for gold-coated Tomahawk steak. Sign up for The Sun newsletter Thank you! But his fame has since been hit by a string of controversies, legal battles and complaints from unhappy diners. PR expert Nick Ede believes the problem is that Salt Bae’s fame was built around a viral novelty – and simply couldn’t be sustained. Nusret Gokce, aka Salt Bae, with Lionel Messi at the World Cup, 2022 Credit: Not known, clear with picture desk Nusret Gokce even managed to get his hands on the World Cup in Qatar Credit: Not known, clear with picture desk He said: “He was merely just a Turkish chef, who loved his food, his meat, though he was never a fantastic chef like Gordon Ramsay or Jamie Oliver for example. “Salt Bae was doing one thing, and when it blew up and people became enthralled by the pouring of salt on their meat by him, it became a novelty, which eventually, as with most novelties, they wear off. “The fame went to his head.” Salt Bae somehow got onto the pitch after Argentina‘s victory over France and chased players for photographs and was seen handling the World Cup trophy. Most read in The Sun Lionel Messi also appeared visibly uncomfortable when Bae tried to get his attention. The stunt sparked worldwide ridicule and raised questions over how he had gained access to the pitch. Ede told The Sun: “When he went onto the pitch at the World Cup final in Qatar he acted like he was some sort of demi God, mingling among the likes of Messi and Mbappe. “He clearly thought he was more elevated than he was and this sent ripples around the world.” Instagram influencers Ellie and Daisy O’Donnell tucked into a steak worth £630 on their sister night out Credit: theodolls/Instagram Nusret Gokce, aka Salt Bae, with David Beckham at Nusr-Et New York Credit: Not known, clear with picture desk There was no repeat of the stunt at this year’s World Cup in the US, Canada and Mexico. Instead, the tournament passed without Salt Bae becoming part of the main football story – with him posting an Instagram video of himself watching from the sidelines. His troubles have not been confined to football. Salt Bae, whose real name is Nusret Gökçe, has faced a string of lawsuits from former employees in the US. Workers have alleged issues including tip-sharing, unpaid overtime and poor working conditions. One case was settled for $230,000 in 2021, while further claims followed. Then in December last year, he lost a two-year legal battle over the word “SALT”. He had tried to stop a rival from registering the trademark in Britain, arguing the word was synonymous with his brand. Gemma Collins reveals shock at paying £1,450 for Salt Bae’s gold wrapped steak at Nusr-Et London restaurant Credit: Instagram Gemma Collins filming the moment Salt Bae presented her with a golf covered steak Credit: Instagram Though his challenge was rejected, handing another blow to the celebrity chef. TOWIE star Gemma Collins famously revealed she felt “sick” after splashing £1,450 at his London restaurant. The reality star had enjoyed a night out at the Knightsbridge venue with boyfriend Rami Hawash in 2021. Salt Bae himself sliced into the 24-carat gold-covered tomahawk before sprinkling salt over it in his trademark pose. But the gargantuan bill left Collins in “utter shock”. She later admitted she felt “a bit sick” the next morning when she thought about how much she had spent. Collins said: “I went a bit over the top, but the only way I can justify it was that I haven’t been on holiday this year. “Yes, we had 24 carat gold steak…I felt a bit sick. Gemma Collins’ bill at Salt Bae’s London restaurant Credit: Supplied Chris Eubank Jr pours salt on his steak while Salt Bae himself inspects Credit: https://www.instagram.com/chriseubankjr/ “It was an amazing experience, I would have paid that to meet him anyway because I love him, and it’s a once in a lifetime opportunity. “But I started to feel really bad the next day because there are people starving in the world. I just started feeling really bad about it all.” The London restaurant has since become a symbol of the wider problems facing his empire. Its gold-covered steak has vanished from the menu, although diners can still expect eye-watering prices. A wagyu striploin has cost £680, while a giant tomahawk has been priced at £630. The Knightsbridge site was also reported to have turned off its heating in 2024 to save energy. That was despite the restaurant continuing to serve steaks costing hundreds of pounds. The company said it was improving energy efficiency and had also limited lighting and the use of its air curtain. L-R: Italian football manager Roberto Mancini, Salt Bae (middle) and Sergio Aguero Credit: Instagram Nusr Et better known as Salt Bae, outside his Milan resturant Credit: Splash Its finances now paint an even bleaker picture. Nusr-Et’s London site recorded a £5.4million loss last year, according to accounts reported in 2025. Five of the group’s international sites have also closed. Its US operations were revalued by £6.6million after what the company called “exceptional expenses”. The restaurant has also faced a wave of poor reviews. Tripadvisor is packed with one-star ratings from unhappy customers, while critics have also taken aim at the food. One critic described the restaurant as a “vibeless business lounge” and called it “categorically a bad restaurant”. It has an average rating of 2.9 stars from 408 reviews – with 183 one star reviews, and 162 five star reviews. Salt Bae’s London site recorded a £5.4million loss last yearCredit: Refer to Source Nusret Gökçe attends the Inaugural ‘World Bloggers Awards’ during the 72nd annual Cannes Film Festival on May 24, 2019 Credit: Getty Former staff have also made allegations about working conditions and treatment inside the business. But why has his popularity dipped? Ede believes diners were buying into the Salt Bae name as much as the food. He said: “At one point, everyone from the Obamas to the Beckhams had to have a picture with him, and out of nowhere, he was propelled into this higher echelon of fame. “On the back of this meteoric rise he then expanded his businesses, opening new restaurants. “But really all along there was no substance to his business model.” His fame began in 2017 when his flamboyant way of sprinkling salt turned him into an internet meme. Soon, being seen with Salt Bae became a cultural moment. But the novelty appears to have worn off. Ede said: “The problem for Salt Bae is that his restaurants are very standard, going there and having the experience is a nice thing to do as a one-off, and once you’ve been and had a mediocre experience, why would you go back? “Echoing what I said before, the whole reason people go to his restaurants is because they want the man himself to come and sprinkle salt on their meat in his trademark fashion. “Yet in reality the chances of him actually being at one of his restaurants is very slim.” There are still Nusr-Et restaurants around the world and Salt Bae has more than 50million followers on Instagram alone – as well as opening a lux new location in Ibiza. But the question is whether that huge online following can keep filling tables. Ede said: “Salt Bae expanded perhaps a bit too quickly, and so many investors backed the model and ultimately wanted a return on their investments, which likely explains why so many are shuttered up. “Salt Bae may as well be known as Emperor’s New Steak. “There is nothing amazing about the cookery or quality of meat at all. The success of his business depended on his name to elevate it. “The thing is, at the end of the day steak is steak, people bought into the name and wanted to be part of the craze and hype. “But when the man himself isn’t even in the restaurant, then what is the point?” The Sun has contacted Salt Bae and his Nusr-Et business for comment.