Salt Bae Decline: Closures, Net Worth, World Cup Controversy

Remember the guy who dramatically sprinkled salt onto a steak and became an internet sensation overnight? That’s Salt Bae, whose 2017 video turned him into a global meme. But in 2025, the story looks different: four of his US restaurants have closed, record losses are piling up, and the chef who once ruled Instagram is facing a very public decline.

Net worth (2025 estimate): $50 million ·
Restaurants closed by mid-2025: 4 (Dallas, Boston, Las Vegas, Beverly Hills) ·
Instagram followers: 50.3 million ·
Price of signature steak: £600 ·
Year of viral fame: 2017

Seven key facts, one pattern: Salt Bae’s brand has shifted from viral sensation to a case study in overspending and public backlash.

The table below shows the basic facts about Nusret Gökçe and his restaurant empire’s current state.

What has happened to Salt Bae?

Which locations have closed?

By mid-2025, Salt Bae’s Nusr-Et chain had shrunk dramatically in the United States. The Beverly Hills location shut down on June 4, 2025, after about four years of operation, according to Here Beverly Hills, local news. That closure followed the earlier shuttering of restaurants in Dallas, Boston, and Las Vegas. A January 2025 report from Eater Las Vegas, food industry news said the Las Vegas venue was planned to close and reopen elsewhere. As of June 2025, only two Nusr-Et locations remain operational in the US: Miami and New York City.

When did the decline start?

The first cracks appeared in 2023, when reviews turned mixed and social media backlash grew. A 2024 report on the London Knightsbridge restaurant showed turnover fell from £13.6 million to £9.3 million, while profits dropped from £3.3 million to £2.2 million, per Wikipedia, the free encyclopedia. The London arm reportedly posted a pre-tax loss of £5.4 million in 2024, according to MSN, financial news aggregation. The pattern is clear: the decline was already underway before the pandemic retail hangover fully hit.

The implication: Salt Bae’s US footprint shrank from seven locations at its peak to just two by mid-2025, a contraction of more than 70%. The brand is no longer a destination; it’s a cautionary tale.

What was the downfall of Salt Bae?

Why did customers stop coming?

High prices and middling quality drove the decline. The signature £600 steak became a symbol of excess, and diners increasingly chose value over spectacle. MSN, financial news aggregation reported that diners “lost appetite for £600 steaks.” Online reviews soured, and the “cancelled” trend gained momentum on social media. The brand’s Instagram following of 50.3 million did not translate into repeat customers.

Was it the high prices?

Yes, but not only that. The World Cup controversy in 2022 damaged Salt Bae’s reputation with a key demographic: football fans. A Here Beverly Hills, local news report noted that the “trophy incident” became a lasting stain. The combination of high prices, bad press, and a shift in dining habits created a perfect storm. The London restaurant’s financial data shows the steepest losses in 2024, the year after the controversy peaked.

The pattern: Salt Bae’s downfall was not a single event but a cascade — from viral fame to overexpansion, then controversy, then customer flight. The brand’s reliance on a niche luxury market left it vulnerable to shifts in public sentiment.

What did Salt Bae do to Messi?

Did Messi complain?

After Argentina won the 2022 FIFA World Cup in Qatar, Salt Bae entered the pitch and touched the trophy. FIFA regulations prohibit anyone other than winners and heads of state from handling the trophy. According to Wikipedia, the free encyclopedia, he was widely criticized. There is no public record of Lionel Messi personally complaining, but the incident drew outrage from fans and officials alike. A 2023 report said FIFA investigated the incident.

What was the public reaction?

The backlash was immediate and global. Social media users called him out for inserting himself into a historic moment. Here Beverly Hills, local news described the criticism as “intense.” Salt Bae later apologized, saying, “It was my mistake. I’ll never touch the World Cup again.” The incident became a defining moment of his brand’s decline, cementing the public perception of him as a self-promoter rather than a serious chef.

The trade-off: by seeking the spotlight, Salt Bae gained fame but lost control of his narrative. The trophy incident became a permanent part of his Wikipedia entry, reducing his brand’s credibility.

Is Salt Bae a millionaire?

How much is Salt Bae worth in 2025?

Net worth estimates for Nusret Gökçe vary widely. A 2025 estimate from Cine Net Worth, celebrity finance site places his wealth at about $70 million, while ABD UK, net worth aggregator puts it at $80 million. These figures are rough estimates — the true figure is likely lower, given the restaurant closures and reported losses. The widely cited $50 million figure in the stats line is a conservative baseline.

What are his main assets?

His wealth comes from the Nusr-Et steakhouse chain, which still operates in New York, Miami, London, Dubai, and a few other cities. He also earns from merchandise, media appearances, and his Instagram account with 50.3 million followers. However, the chain’s revenue has declined sharply. The London restaurant’s turnover fell from £13.6 million to £9.3 million in 2024, per Wikipedia, the free encyclopedia. The asset base is shrinking.

The pattern: Salt Bae is still a millionaire on paper, but his net worth is tied to a business that is contracting. The estimated $50-80 million range is likely to shrink further if more restaurants close.

Is Salt Bae restaurant struggling?

Are there any remaining open locations?

As of June 2025, only two Nusr-Et locations remain in the United States: New York City and Miami. The international locations in London, Dubai, and a few other cities are still open, but the brand’s US presence has been decimated. Here Beverly Hills, local news confirmed that the Beverly Hills closure was part of a strategic shift.

What is the financial outlook?

The outlook is bleak. The London arm’s pre-tax loss of £5.4 million suggests the brand is burning cash. Negative reviews on platforms like Yelp and TripAdvisor have piled up, and the “Salt Bae” name is now associated with overpriced, mediocre food. An NDTV article from September 2025 asked, “Where Is Salt Bae?” — a sign that even the media has moved on. The brand’s survival depends on whether the remaining locations can turn a profit.

The implication: Salt Bae’s restaurant empire is in a holding pattern. Without a dramatic turnaround in public perception or a pivot to a more affordable concept, the decline is likely to continue.

Timeline

• 2017 — Salt Bae meme goes viral; Nusret Gökçe gains international fame (Wikipedia, the free encyclopedia).
• 2018-2021 — Expansion of Nusr-Et chain to multiple countries; celebrity visits (Wikipedia, the free encyclopedia).
• December 2022 — Salt Bae touches the FIFA World Cup trophy during Argentina’s celebration; draws condemnation (Wikipedia, the free encyclopedia).
• 2023-2024 — Mixed reviews; early signs of decline; social media backlash grows (MSN, financial news aggregation).
• Early 2025 — Dallas and Boston locations close (Here Beverly Hills, local news).
• Mid-2025 — Las Vegas and Beverly Hills locations close; record loss reported; NDTV story: ‘Where Is Salt Bae?’ (Here Beverly Hills, local news).

Clarity

Key quotes

“It was my mistake. I’ll never touch the World Cup again.”

Nusret Gökçe (Salt Bae) in an exclusive interview, apologizing for the World Cup trophy incident

“Where Is Salt Bae?”

NDTV article (September 2025), reporting the closures and decline

“Salt Bae suffers record loss as diners lose appetite for £600 steaks”

Google PAA snippet summarizing the restaurant’s financial troubles

For investors in luxury dining, the choice is clear: avoid placing bets on brands built on internet fame, or risk watching them evaporate as quickly as they rose. For Salt Bae himself, the path forward requires either a radical rebrand or a retreat to a smaller, more credible operation. The viral moment is over; the real work of running a restaurant has just begun.

For a detailed look at his losses and the exact financial figures behind each closure, detailed look at his losses provides a thorough breakdown.

Frequently asked questions

Related reading

• Mary Berg (Chef): Husband, Ethnicity, and Career Facts — Another chef profile with career turnaround details.
• James Patterson: Books, Net Worth & Co-Author Process — Net worth analysis of a celebrity author, similar financial trajectory.