Salt Bae Downfall 2025: What Happened to the Viral Chef

There are internet celebrities who fade quietly, and then there’s Salt Bae — the Turkish chef whose 2017 meme made him a global phenomenon. But the same restaurants that once drew crowds for £600 steaks are now reporting record losses and shuttering high-profile locations.

Instagram followers: 50 million ·
Meme origin year: 2017 ·
Dubai location status (Aug 2025): Temporarily closed for renovations

What has happened to Salt Bae?

The story of Salt Bae’s 2025 is one of contraction. After years of global expansion fuelled by meme fame, the Nusr-Et chain is now pulling back. The most visible sign came in August 2025, when the Dubai flagship — perhaps his most photographed location — closed its doors for what the brand called ‘renovations’ (NDTV). Marketing materials framed it as the ‘Next Chapter’, but no reopening date was announced.

What triggered the decline?

• Nusr-Et UK reported a pre-tax loss of £5.4 million ($7.3 million) for 2024 — described in coverage as a record loss (The Telegraph).
• The UK business wrote down the value of its US operations by £6.6 million (The Telegraph).
• Closure costs for shuttered American locations reached £6.6 million ($8.8 million), according to a Rudaw report.

What is the current status of his restaurants?

The table below shows the pattern: the empire is shrinking fast.

The pattern: premium pricing worked during the viral peak, but once the hype faded, the cost structure became unsustainable.

Why was Salt Bae cancelled?

The cancellation moment crystallised on a single pitch in Qatar. During the December 2022 World Cup final celebrations, Salt Bae ran onto the field, grabbed Lionel Messi for photos, and touched the FIFA World Cup trophy — something only authorised winners are supposed to do (Yahoo News Canada).

What was the World Cup incident?

• Salt Bae entered the pitch immediately after Argentina’s victory over France.
• He repeatedly approached Lionel Messi for photographs during the celebration, which many fans called ‘cringeworthy’ and ‘intrusive’ (Beverly Weekly).
• He touched the World Cup trophy, prompting FIFA to investigate whether he had been authorised to do so.

How did the public react?

The backlash was immediate and brutal. Social media erupted with criticism, and the incident became a defining moment — turning a previously lovable meme into a figure of ridicule and resentment. Salt Bae issued an apology: “It was my mistake. I’ll never touch the World Cup again” (NDTV). But the damage was done. The public saw him as a brand desperate for relevance, not a celebrity chef earning it.

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

— Salt Bae (Nusret Gökçe), apologising after the December 2022 World Cup incident

The implication: the World Cup incident didn’t single-handedly sink the empire, but it shifted the public narrative from ‘fun meme’ to ‘grifter’. That narrative shift made people less willing to forgive the £600 steak price tag.

Is Salt Bae restaurant struggling?

The numbers paint a stark picture. Nusr-Et UK’s 2024 pre-tax loss of £5.4 million was described as a record for the company (The Telegraph).

What are the financial reports?

• Pre-tax loss: £5.4 million for 2024 (The Telegraph)
• US operations write-down: £6.6 million (The Telegraph)
• London sales: £10 million (up £1 million from previous year) (Press Hive)
• Closure costs: approximately £6.6 million ($8.8 million) (Rudaw)

Which locations have closed?

By mid-2025, the US footprint had shrunk from seven locations to two (MSN). The remaining outlets were reported to be in Miami and New York City.

The pattern: you can charge premium prices when you’re a viral sensation. When you’re a controversy-ridden meme, that premium becomes a liability.

What did Salt Bae do to Messi?

The question keeps surfacing in search data because the image is unforgettable. Salt Bae, in his signature white t-shirt and mirror sunglasses, leaning over Messi on the pitch as the Argentine star tries to celebrate with his team (Yahoo News Canada).

What happened at the World Cup ceremony?

• Salt Bae entered the pitch after the final whistle.
• He grabbed Lionel Messi’s arm for photos.
• He held the World Cup trophy — a break of protocol.
• FIFA announced it would investigate how he gained access.

What was Salt Bae’s apology?

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

— Salt Bae (Nusret Gökçe), interview after the World Cup incident

Why this matters: the apology came after public outcry, not before. For many, it felt performative — a brand trying to contain reputational damage rather than a person genuinely sorry. The incident became the most-shared image of the brand for years after.

Where is Salt Bae now?

As of late 2025, Nusret Gökçe remains active on Instagram — where he still has 50 million followers — but his physical footprint is shrinking. The Dubai outpost, which was his most photographed location, closed temporarily in August 2025 for what the brand called ‘renovations’ (NDTV).

Is he still in Dubai?

The closure was marketed as the ‘Next Chapter’, but no reopening date has been set. The brand’s social media channels have gone quiet about timelines.

What are his future plans?

There are no confirmed reports of new openings. The focus appears to be on stabilising the remaining US locations in Miami and New York, and hoping the London restaurant can grow revenue faster than costs (Rudaw).

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