Celebrity chef Salt Bae, also known as Nusret Gökçe, has faced criticism for excessive salt usage at his Knightsbridge restaurant, Nusr-Et, leading to a significant decrease in revenue towards the end of last year. The restaurant, which became an Instagram hotspot and a favorite among influencers when it opened in 2021, experienced a 31% drop in turnover, according to a report by leisure and hospitality analysts Propel.
Salt Bae rose to fame in 2017 with his viral sensation of 24K Gold Tomahawk Steaks, capturing the attention of diners worldwide with his unique seasoning and preparation techniques. His London steakhouse, one of 30 restaurants he operates globally, attracted diners who not only indulged in the extravagant gold-foiled meat but also shared their experiences on social media.
Despite its prime location in one of London’s most affluent areas, Nusr-Et saw turnover plummet to just £180,000 in one week last year, as reported by The Evening Standard. Propel’s report revealed that the restaurant initially had a turnover of £633,000 per week during its first 13 weeks of trading, totaling £8.22 million. However, turnover declined to around £262,000 per week in 2022, with pre-tax profits dropping from £3,329,381 to £1,685,616 the following year.
In response to the decline in revenue, Salt Bae took steps to make the dining experience more accessible by reducing prices and introducing a new menu at Nusr-Et. The restaurant offered a set lunch menu priced at £39 per person, available Monday to Friday from 12pm to 5pm, allowing guests to enjoy a starter, main, and dessert for under £40. Additionally, certain dishes such as tacos and steak tartare were priced at around £35 each, while a burger and fries could be ordered for £45.
Despite the challenges faced by Nusr-Et, Salt Bae remains optimistic about the restaurant’s future. A spokesperson for the chef stated, “Our London restaurant remains a key destination for both local and international guests, well known for its premium dining experience and premium cuts of meat. Based on our 2024 figures, Nusr-Et London continues to perform exceptionally well, with a 17% increase in covers compared to the same period last year, resulting in increases in both revenues and profits. We don’t have any plans to close the restaurant; on the contrary, we are very happy with its performance.”
As Salt Bae continues to navigate the competitive culinary landscape, the chef’s dedication to providing a unique dining experience remains unwavering. With ongoing efforts to adapt to changing consumer preferences and market trends, Nusr-Et looks to regain its footing and attract diners seeking a taste of Salt Bae’s signature dishes.
Challenges Faced by Nusr-Et
The decline in revenue at Nusr-Et highlights the challenges faced by even renowned establishments in the restaurant industry. Excessive salt usage, as criticized by diners, can impact the overall dining experience and deter customers from returning. In a competitive market where consumer preferences are constantly evolving, maintaining consistency in quality and pricing is crucial for sustaining success.
Adapting to Consumer Demand
In response to feedback and changing consumer demand, Salt Bae took proactive measures to revamp the menu and pricing at Nusr-Et. By offering a more affordable set lunch menu and adjusting prices on select dishes, the restaurant aimed to appeal to a wider range of diners and encourage repeat visits. Adapting to consumer preferences is essential for staying relevant in the competitive restaurant industry.
Looking Towards the Future
As Nusr-Et seeks to bounce back from the revenue decline, Salt Bae’s commitment to providing a premium dining experience remains a driving force behind the restaurant’s success. By focusing on quality ingredients, unique culinary techniques, and attentive service, Nusr-Et aims to regain its position as a top dining destination in London. With ongoing efforts to innovate and engage with diners, Salt Bae looks towards a future of continued growth and success in the culinary world.
