Turkish chef and entrepreneur Nusret Gökçe, known as Salt Bae, announced the opening of three new restaurants in Italy.
The chosen cities were Rome, Milan, and Naples. The announcement was made on the chef's social media, accompanied by a video where he signs contracts for the expansion of the Nusr-Et chain until 2025.
Salt Bae gained worldwide fame in 2017 when a video went viral showing his signature gesture of sprinkling salt over steak. Since then, his chain of upscale steakhouses has expanded to more than 30 cities, including New York, Dubai and London.
Its menu includes premium cuts of meat and extravagant dishes, such as the famous Tomahawk covered in edible gold.
Where will the new restaurants be located?
The choice of Rome, Milan and Nápoles follows an expansion strategy towards sophisticated and touristically relevant markets. The intention to open a unit in the Italian capital had already been anticipated by Salt Bae in June 2023, when he wrote: “Italy, are you ready? Let's open a restaurant in Rome”.
Regarding Milan, rumors about a possible opening emerged a few years ago, citing the Toro Palace, in the region of Saint Babila, as a possible address. However, no details were released about the specific locations of the new units.
Critics and Polemics
Salt Bae’s arrival in Italy was not only met with enthusiasm. On social media, many Italians expressed their dissatisfaction with the chain’s high prices. Comments such as “We will never send you back” (We don't want you) were common among the Romans, suggesting that the restaurant was not welcome.
Another recurring criticism concerns the business model of Salt Bae, which some consider more focused on marketing than in gastronomic quality. The chef has also been the target of complaints about working conditions, including exhausting working hours and inadequate salaries for his employees.
Despite the controversy, the opening of the Italian units is expected to attract a high-income audience, including celebrities and influencers.
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