Nusret Gökçe, famously known as ‘Salt Bae,’ has revealed he’s in discussions to bring his signature Nusr-Et steakhouse to Saudi Arabia’s ambitious Neom project. The news comes after the closure of his Riyadh restaurant in April 2024, which served the capital for less than two years.
In an exclusive interview with Arabian Business, Gökçe shared his plans for the future, describing 2025 as a transformative year for his brand. “I think 2025 will be our best year yet,” he confidently explains.
“We will open in Mexico City, Monaco, Milano, Rome, Cappadocia, Istanbul. This is our 2025 opening plan,” taking his restaurant count to almost 40 locations.
Addressing the closure of his Riyadh branch, Gökçe pointed to challenges with timing and location but remained optimistic about his relationship with Saudi customers. “Normally, you know we have a very good relationship with the Saudi people. Many come to Nusr-Et in Istanbul. All Saudis love Nusr-Et, they love the brand, they love our food, and we love Saudi,” he said.
The Riyadh restaurant, located in Cenomi U Walk, launched in late 2021 but had ceased operations by early 2024. Reflecting on this, Gökçe explained, “We’ve decided we must open in a different location. I want to open in Mecca and in Jeddah, and when that is successful, I want to open in the new project in Saudi,” referring to the Kingdom’s futuristic, $500 billion mega-city which is under construction.
The restaurateur confirmed discussions are underway to establish a Nusr-Et in Neom. Telling Arabian Business, “With Neom, we start to talk together for the future with the Saudi’s and we’ll come back to the country very soon.”
Salt Bae’s Dubai dominance
Salt Bae’s steakhouses, known for their opulent ambiance, theatrical presentations and premium cuts of meat, have become a global phenomenon since Gökçe gained international fame with his viral ‘salt sprinkling video’ in 2016. With over 30 locations worldwide, the chain boasts branches in cities such as New York, Miami, Abu Dhabi, Dubai, London and Beverly Hills.
Despite the multiple locations, Nusret Gökçe told Arabian Business, his Dubai branch is by far the most profitable and remains, “one of the most important” restaurants in his portfolio.
“Out of all my restaurants in terms of revenue it does the best so from a business perspective it’s important,” he said. Adding, “Every restaurant is like my baby, but Dubai is very important because I was born in Turkey, but Dubai made me international.”
The restaurants have attracted star-studded clientele, including celebrities like Leonardo DiCaprio, David Beckham and Naomi Campbell. Gökçe’s larger-than-life persona and attention to detail have propelled the brand into a multi-million-dollar success story.
“We keep on growing … business never sleeps, our concept, our brand, everybody around the world is waiting for us,” he confidently said.
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