The Turkish butcher, who started his life as an apprentice in steakhouses in the country, now has 47 million followers on Instagram.
Salt Bae’s fame has made his restaurant a magnet for celebrity patrons. Diners at his restaurants have included David Beckham, Lionel Messi, Naomi Campbell and Jason Statham. Rihanna is also pictured wearing a T-shirt with Salt Bae’s face on it.
It’s unusual for a restaurant to be profitable in its first year, especially given the impact of the Omicron restrictions last Christmas, which were introduced months after Nusr-Et Knightsbridge opened its doors.
Even renowned chefs including Gordon Ramsay and Heston Blumenthal have reported recent losses at their restaurants. The Kitchen Nightmare host’s restaurant empire posted a £6.9 million loss in the 12 months to the end of August.
Nusr-Et’s healthy profits partly reflect high prices. When it opened, the London restaurant initially offered a tomahawk steak covered in flaked 24-karat gold and sold for £850. The dish has since been removed from the menu, but the most expensive main course is still a Wagyu sirloin steak from £680. A rack of lamb costs £200, while a burger costs £40.
A £37,000 bill, including £400 for a baklava dessert and £18 for a side of asparagus, went viral on social media last year, sparking a nationwide debate over prices at top restaurants. The Nusr-Et Knightsbridge manager said at the time: “You can find these awards all over London. The service and quality we provide is extremely high.”
Despite its popularity since its opening, the branch was widely panned by reviewers. The Telegraph’s food critic William Sitwell said the price of a tuna tartare starter, £35, was “unforgivable”. Some reviewers have refused to dine there.