The Story of Nusr-Et – From Butcher to Global Steakhouse Icon

From Humble Beginnings in Turkey

Nusret Gökçe, universally known as Salt Bae, was born in 1983 in Erzurum, Turkey, into a modest Kurdish family. His father was a miner, and Nusret left school at a young age due to financial difficulties. With passion and determination, he began working as an apprentice butcher in the Kadıköy district of Istanbul, where he learned the art of cutting and preparing meat with surgical precision.

His dream was simple yet ambitious: to elevate the Turkish steakhouse experience to the level of global fine dining.

The Birth of Nusr-Et

In 2010, at only 27 years old, Nusret opened his first Restaurant in Istanbul’s Etiler district — a small steakhouse called Nusr-Et (a play on his name and the Turkish word for “meat”). The restaurant quickly became a sensation thanks to the high quality of the meat, theatrical service, and Nusret’s personal charisma at the grill.

Word spread rapidly. Turkish celebrities, football players, and international travelers began to flock to Nusr-Et for a taste of premium cuts, luxury presentations, and an atmosphere that blended elegance with spectacle.

The Viral Explosion – “Salt Bae”

Everything changed in January 2017, when Nusret posted a short Instagram video of himself sprinkling salt with a unique and sensual flourish — the now-famous “Salt Bae” gesture.

The video went viral overnight, reaching millions of views and turning Nusret into a global internet phenomenon.

From that moment, his image became iconic — sunglasses, tight white t-shirt, and precise movements. His restaurants started to appear all over the world, each one promising not just food, but a show.

The Global Expansion of Nusr-Et Restaurants

Today, Nusr-Et operates in some of the world’s most prestigious cities, combining top-tier meats, golden steaks, and luxury dining experiences:

Istanbul, Turkey (Etiler, Sandal Bedesteni, Nişantaşı) – The original temples of meat where it all began.

Dubai, UAE – Located at the Four Seasons Resort, this branch redefined luxury dining in the Middle East.

Doha, Qatar – Elegant and exclusive, attracting celebrities during major sporting events.

New York City, USA – Opened in 2018, quickly became a hotspot for influencers and famous athletes.

Miami, USA – Iconic location in Brickell, serving gold-plated tomahawks to A-list clientele.

Los Angeles, USA – The West Coast version of Nusr-Et’s luxury dining concept.

London, UK – Located in Knightsbridge, famous for its extravagant golden steak that drew global attention.

Mykonos, Greece – The Mediterranean paradise for beach luxury and fine dining.

Riyadh, Saudi Arabia – Blending Arabian opulence with Nusr-Et’s signature style.

Every restaurant follows the same formula: world-class meat, an open-grill spectacle, and an atmosphere of refined extravagance.

The Secret to Success

Nusret’s success isn’t just about the meat — it’s about branding, charisma, and social media mastery.

He built a lifestyle empire around his persona: precision, luxury, and performance.

His Instagram, now boasting tens of millions of followers, showcases celebrities like Leonardo DiCaprio, David Beckham, and Messi dining in his restaurants. Nusr-Et isn’t only a restaurant chain — it’s a symbol of ambition, passion, and the art of turning simplicity into spectacle.

For more about Nusr-Et’s global locations and reservations, visit: www.nusr-et.com.tr

From a teenage butcher in Istanbul to a global culinary icon, Nusret Gökçe proved that with passion, authenticity, and showmanship, success knows no borders. His story is a testament to ambition turned into an empire — one perfectly salted steak at a time.

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