The Fall of Salt Bae: How the Viral Meat King Became a Symbol of Arrogance and Collapse

Salt Bae: From Internet Sensation to Symbol of Arrogance and Collapse

Salt Bae, aka Nusret Gökçe, was the king of viral meat art. It all started in 2017 with a 36-second Instagram video where he theatrically sprinkled salt down his forearm while slicing meat. That unique move became a global internet sensation, turning Nusret from a local Turkish butcher into a worldwide brand.

Rapid Rise and Extravagance

Born into a poor Kurdish family in Erzurum, Turkey, Nusret dropped out of school in sixth grade and worked 20 hours a day to master his craft. After years of hard work and volunteering in Argentina, he opened his first restaurant in Istanbul. Thanks to a partnership with the Turkish conglomerate Doğuş Group, he expanded his restaurants worldwide—from Dubai to Miami, London, and Beverly Hills.

His restaurant didn’t just sell steak; it sold an experience and spectacle. A gold-covered steak cost up to $4,000, spaghetti $70, and a bottle of water was a $120 luxury. Customers paid for Instagram moments, not necessarily for food quality.

Gold Outside, Rot Inside

But the glamour started to fade. Criticism piled up—food was mediocre, service terrible, and restaurants were called “public robbery.” Employees filed lawsuits over stolen tips, unpaid overtime, sexual harassment, and discrimination. Some claimed they were forced to wear provocative clothing, while victims were punished and abusers protected.

Former workers described the work atmosphere as a dictatorship where dropping a glass could get you fired. One said, “Gold outside, crap inside.” The brand, built around one personality, began to crack from within, and Nusret became a symbol of exploitation and arrogance.

Scandals and Fall from Grace

In 2019, he was criticized for serving Nicolas Maduro amid Venezuela’s humanitarian crisis. The ultimate blow came at the 2022 World Cup final in Qatar when he gatecrashed the pitch, grabbed the trophy, and pestered Lionel Messi for a selfie. The internet exploded—Salt Bae was no longer funny but a cringe-worthy attention seeker.

In London, revenue dropped from £13.6 million to £9.3 million in one year. Restaurants closed in Boston, Las Vegas, Dallas, and Beverly Hills. Only locations in Miami and downtown New York remain. Plans to expand to Mexico, Rome, Milan, and Ibiza markets where the phenomenon still holds some appeal seem more like an escape from failure in the richest markets.

Conclusion: Virality Isn’t Everything

Salt Bae is a cautionary tale of how virality can quickly build an empire but also how that empire can collapse just as fast if it’s based on spectacle rather than quality and ethics. His story warns anyone who thinks internet fame guarantees long-term success.

So, have you ever dined at a Salt Bae restaurant or just watched those viral videos? Maybe it’s time we all ask ourselves—is this just a shiny facade or rotten inside? Drop a comment if you’ve been part of this meaty circus; let’s see who else has tasted the hype!

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