Nusret Gökçe – better known as Salt Bae – will be extending his restaurant chain Nusr-Et Steakhouse to Park Tower, London. The London-based steakhouse was initially announced in 2017 but was not officially confirmed on his website until December 2019.
Nearly 4 years after its initial announcement, the Nusr-Et Steakhouse is scheduled to launch in London on May 17, 2021. This will be Gökçe’s 13th restaurant – with his other restaurants located across the world, including in Dubai, Turkey and the United States.
Gökçe’s massive success can be largely attributed to social media. In 2017, Gökçe went viral on Instagram due to his Salt Bae campaign – which saw the chef uniquely salting meat. The success of the campaign has allowed Gökçe to open a huge portfolio of restaurants – which consistently attracts renowned celebrities and clientele – including David Bekham and Leonardo Dicaprio. This campaign is a large testimony to how a little bit of creativity on social media can launch a small business to viral stardom with little to no budget.
Since the launch of his Salt Bae campaign, Gökçe has maintained a strong content strategy and a consistent online persona: his Instagram often features the full steak experience that he offers to his restaurant visitors:
Do you think Nusret Gökçe’s restaurant in London will be a hit or a miss?