Salt Bae Plans Return to Saudi Arabia with Exciting New Ventures

Renowned chef Nusret Gokce, famously known as Salt Bae, has announced plans for an exciting return to Saudi Arabia, driven by a determined and innovative vision. The Turkish butcher-turned-restaurateur confirmed he is in discussions to bring his iconic Nusr-Et steakhouse to the Kingdom, with possible locations in Jeddah, Makkah, and even the ambitious NEOM project.

This comes after the closure of his Riyadh steakhouse in April 2024, which had been in operation for less than two years. His Nusr-Et Steakhouse brand now has 28 locations worldwide, and by 2022, it reported $225 million in sales, reflecting a 57% growth since 2018. Recent expansion plans include openings in Mexico City, Milan, and Rome, while operations in Dallas and Las Vegas have been paused.

In an interview with Arabian Business, the Turkish chef confirmed his plans to potentially return to Saudi Arabia.

“We’re in talks with the Saudis about the future. We will come back soon and strong,” he said.

“We have a very good relationship with the Saudi people,” he explained, adding that plans are already underway for venues in Jeddah, Makkah and NEOM.

Luxury Dining and World Cup Controversy

Gokce justified his premium prices by saying, "Our product is the best. You pay for quality and service." His menu includes extravagant items like the £850 gold-leaf Tomahawk steak, which attracts international attention. Despite facing criticism, his brand, heavily driven by Instagram, continues to thrive, bolstered by celebrity visits from figures like Lionel Messi and Leonardo DiCaprio. With new airport expansions, including a 2023 outlet in Istanbul, he aims to make his restaurants more accessible.

Beyond his culinary ventures, Gokce faced backlash in 2022 after making an appearance on the pitch at the World Cup final in Qatar.

Salt Bae admitted, “It was my mistake. If I knew the rules, I would never have touched it. Normally, people talk about the World Cup for a few months. But since I touched it, people are still talking about me.

“Next World Cup, even if I have the chance, I’ll never touch the World Cup. I will go to the stadium to see the match, but I’ll never touch it again.” The incident fueled lasting media scrutiny. However, his social media mastery—boasting 50 million followers—continues to drive engagement, blending culinary artistry with viral theatrics.

Future Vision: Culinary Innovation and Community Impact

In addition to his expansion efforts, Gokce is committed to sustainability, redirecting food waste to shelters and converting oil into biodiesel in Turkey. He plans to extend these initiatives globally, in line with Saudi Arabia's sustainability objectives. His brief Jeddah Season pop-up in 2019 laid the groundwork for stronger regional connections, which are now being strengthened through potential partnerships.

Ultimately, Salt Bae is poised for a vibrant return, fueling local pride and elevating Saudi Arabia's culinary scene with passionate innovation.