Salt Bae’s Beverly Hills Dream Restaurant Is Gone – No More Golden Steaks and a Fading U.S. Empire
Written by Daniel Fusch
Nusret Gökçe, the Turkish chef and restaurateur better known as Salt Bae, has seen his once-thriving U.S. restaurant empire take a significant hit with the abrupt closure of his Beverly Hills Nusr-Et Steakhouse in June 2025. Famous for his theatrical salt-sprinkling technique that went viral in 2017, Gökçe’s chain, known for its gold-wrapped steaks and flamboyant dining experience, has dwindled from seven U.S. locations in 2023 to just two Miami and New York City by mid-2025. The closure of the Beverly Hills outpost, which opened in 2021, marks another chapter in the decline of Salt Bae’s American venture, compounded by a series of public relations controversies and operational missteps that have tarnished his brand’s allure.
A Meteoric Rise Fueled by Viral Fame
Salt Bae’s ascent to global fame began with a 2017 video showcasing his signature move: slicing a steak with precision and sprinkling salt from his flexed forearm in a cobra-like pose. The internet went wild, turning Gökçe into a meme and propelling his Nusr-Et Steakhouse chain into the spotlight. By 2023, Nusr-Et boasted seven U.S. locations, including high-profile spots in New York, Miami, Boston, Las Vegas, and Beverly Hills, where diners paid upwards of $1,500 for gold-foil-covered wagyu steaks. The chain’s theatrical presentation and celebrity clientele, including stars like Leonardo DiCaprio and David Beckham, made it a magnet for social media buzz.However, the spectacle that defined Salt Bae’s brand has not been enough to sustain its U.S. presence, as evidenced by the closure of five locations, including Las Vegas in early 2025 and now Beverly Hills.
A String of Controversies
Gökçe’s empire has been plagued by legal and public relations scandals that have eroded its reputation. In 2019, former servers at Nusr-Et’s Manhattan location filed a class-action lawsuit, accusing Gökçe of tip-skimming allegedly withholding a portion of gratuities before distributing them to staff. The lawsuit was settled for $230,000, but it cast a shadow over the chain’s labor practices. In Miami, a similar lawsuit claimed that an 18% service charge was improperly shared with non-tipped staff, such as coffee makers and management, further fueling accusations of wage theft.In 2021, five grillers who relocated from Turkey to work at Nusr-Et’s U.S. restaurants filed a lawsuit in Manhattan federal court, alleging they were misclassified as managers to avoid paying overtime wages despite working grueling 70- to 90-hour weeks. The suit, which claimed violations of the Fair Labor Standards Act, was dismissed, but it highlighted ongoing labor disputes. Employees also described an “aggressive managerial style,” with Gökçe reportedly cursing at staff and fostering a toxic work environment.
Miller Ink a Beverly Hills Crisis Management Company ran by public relations expert Nathan Miller warns when a client is viral for one thing and then does something that is negative that the PR spicket is turned on and just as easy as you can gain great press you can garner negative press and be thrown into a crisis situation if you do something wrong.
Beyond labor issues, Gökçe’s public behavior has sparked backlash. In 2018, he faced criticism for serving Venezuelan dictator Nicolás Maduro, and in 2022, he was banned from the 2023 U.S. Open Cup after crashing the FIFA World Cup final in Qatar. Gökçe was photographed kissing and handling the World Cup trophy—an act reserved for players and heads of state—and pestering Argentine players, including Lionel Messi, for photos, prompting FIFA to investigate his unauthorized access to the pitch. These incidents, combined with accusations of serving overpriced and underwhelming food, have painted Gökçe as more showman than serious restaurateur.
The Decline of the U.S. Empire
The closure of Nusr-Et’s Beverly Hills location on June 4, 2025, follows a pattern of retrenchment in the U.S. market. The Las Vegas outpost shuttered earlier in 2025, with plans to relocate elsewhere in the city, though no firm timeline has been announced. In 2023, Nusr-Et’s New York burger joint closed, and other locations in Boston, Dallas, and elsewhere have also vanished. Posts on X reflect a growing sentiment that Salt Bae’s restaurants, once packed with curious diners, are now struggling to fill tables, with some users citing a broader economic downturn as a factor. “Salt Bae proved it. Viral elbow sprinkle, $1,200 steaks, celebrity selfies everywhere. The reviews said his restaurants were ‘overcooked and overpriced.’ A year later, reservations tanked,” wrote one user. Another bluntly called the Beverly Hills closure a “recession indicator.”Critics have long questioned the quality of Nusr-Et’s offerings, with reviews describing the food as overpriced and mediocre compared to established steakhouses like Bavette’s in Las Vegas. The spectacle of gold-plated steaks and Salt Bae’s tableside theatrics may have drawn crowds initially, but the novelty appears to have worn off. Former employees have also alleged deceptive practices, such as lying about meat quality and serving leftover wine, further damaging the brand’s credibility.
What’s Next for Salt Bae?
Despite the U.S. setbacks, Gökçe remains focused on international expansion, with new Nusr-Et locations planned for Mexico City, Rome, and Ibiza. The chain’s COO told Restaurant Dive in 2023 that airports, such as Istanbul International, are also on the horizon for new ventures, signaling a shift away from the saturated U.S. market. Meanwhile, Gökçe’s lawyer has downplayed the controversies, noting that many lawsuits were settled and that the chain employs thousands globally, contributing to charitable efforts like providing meals after earthquakes in Turkey.However, the decline of Nusr-Et in the U.S. underscores a broader lesson: viral fame and ostentatious branding can only carry a business so far. For Salt Bae, whose meteoric rise was built on a single memeable moment, sustaining a luxury dining empire has proven challenging in the face of labor disputes, PR missteps, and a crowded fine-dining landscape. As his golden steaks vanish from Beverly Hills, only time will tell if the remaining Miami and New York locations can weather the storm—or if Salt Bae’s American dream will continue to crumble.
