Once hailed as a global sensation, the Salt Bae restaurant chain now faces an unexpected downturn. Nusret Gökçe, better known as Salt Bae, became a viral icon in 2017 with his theatrical steak presentations and signature salt sprinkle. His internet fame catapulted him into the luxury dining scene, where celebrities once lined up to pay $2,000 for a single gold-coated steak.
But fast forward to 2025, and things have changed. The Salt Bae restaurant experience, once seen as the ultimate status symbol, is now drawing criticism from customers and industry insiders alike. What went wrong?
Hype Didn’t Match the Taste at Salt Bae Restaurant Locations
While Salt Bae built a strong brand through viral marketing, customer expectations continued to rise — and the food failed to keep up. Reviews from various cities, including London, New York, and Dubai, began to focus less on the show and more on the underwhelming flavors and inflated prices.
Many diners shared that while the restaurant delivered an Instagram-worthy experience, the actual food didn’t justify the cost. “The steak looked amazing, but it wasn’t seasoned properly,” one reviewer wrote. As the novelty faded, so did the interest.
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Controversy Also Took Center Stage
The trouble didn’t end with food quality. In recent years, Salt Bae made headlines for all the wrong reasons. Reports emerged of staff being abruptly fired after accusing management of tip misappropriation. The fallout created a ripple effect, causing both diners and workers to lose trust in the brand.
One of the most talked-about incidents was in 2022, when Salt Bae stormed the pitch after the FIFA World Cup final and awkwardly grabbed the trophy and players for photos. His actions drew sharp criticism for being disrespectful, especially as he violated FIFA’s security protocols.
From Fully Booked to Almost Empty
Today, many Salt Bae restaurant branches struggle to fill tables. Once sold-out reservations are now wide open. The brand that thrived on exclusivity is now fighting for relevance. With newer culinary influencers on the rise and an audience that moves fast, Salt Bae seems to be stuck in a viral past.
Whether it’s due to the controversies, food backlash, or social media fatigue. The Salt Bae restaurant empire serves as a case study in how fast fame can fade when substance doesn’t follow hype.
