Salt Bae’s Pricey Steaks: A Viral Trend Losing Its Sizzle
Salt Bae’s viral fame, built on theatrics rather than culinary excellence, is fading as his steakhouse empire faces significant financial losses, including a £5.5 million deficit at his London restaurant. His brand, once synonymous with extravagance, struggles to remain relevant in a dining landscape increasingly focused on authenticity, quality, and sustainability. For Malta, this serves as a cautionary tale and highlights a shift in diner preferences toward fresh, local, and wholesome Mediterranean-inspired cuisine. As global food trends move away from ostentatious displays of wealth, Malta’s culinary scene is well-positioned to thrive by emphasizing nutrient-dense ingredients, traditional flavors, and meaningful dining experiences that celebrate heritage and community. The focus on quality over gimmicks underscores the enduring appeal of simple, well-prepared meals that connect with diners on a deeper level.
You’ve seen the video. A man in mirrored sunglasses, his white T-shirt hugging a gym-sculpted frame, pinches salt between his fingers and lets it cascade theatrically down his forearm, landing like glitter on an opulent cut of steak. Even if you’ve never stepped foot in one of his restaurants, you’ve likely mimicked the gesture at a summer barbecue. That man—Nusret Gökçe, better known as Salt Bae—catapulted to global fame with a single viral clip, building a steakhouse empire on the back of his signature move.
But as his fame wanes, the cracks in his business model are becoming all too visible. Take his London outpost in Knightsbridge, for example. Opened in 2021 to much viral fanfare, the restaurant became famous (or infamous) for its £680 wagyu strip loins and £50 gold-leaf baklava, catering to footballers, influencers, and anyone willing to pay for a meme-worthy dining experience. However, recent filings reveal that the UK branch has posted a staggering £5.5 million loss, despite generating over £10 million in turnover. His U.S. branches haven’t fared much better—of the seven restaurants he once operated, only two remain, in New York and Miami. Locations in Beverly Hills, Dallas, Las Vegas, and Boston have all shuttered, with closure-related expenses totaling £6.6 million. While the brand insists it is “stabilizing,” the silence from Gökçe—once a master of spectacle—speaks volumes.
For those following Malta's food scene, Salt Bae’s story serves as a cautionary tale about the fleeting nature of viral fame and the evolving tastes of diners. His initial popularity wasn’t built on culinary excellence but rather on the absurdity of his theatrics. People didn’t flock to Nusr-Et for the food; they went to experience the meme, to see the man behind the viral salt sprinkle in action. The problem? That kind of novelty wears thin. It’s one thing to attract diners with a gimmick, but without substance to back it up, sustainability becomes an issue—whether you’re running a steakhouse in London or a trendy eatery in Valletta.
In today’s dining landscape, even in Malta, the focus has shifted dramatically. The viral food trends dominating TikTok aren’t about extravagance; they’re about practicality, health, and value. Hashtags like #MealPrep and #BatchCooking rack up millions of views, showcasing recipes that emphasize nutrient density, affordability, and ease. Instead of gold-dusted steaks, people are looking for ways to eat well without breaking the bank. For Maltese diners—who are increasingly health-conscious and mindful of sustainability—the appeal lies in restaurants that offer fresh, local, and wholesome dishes. Farm-to-table concepts, Mediterranean-inspired diets, and plant-forward options are becoming the new gold standard.
Salt Bae’s downfall also highlights a broader cultural shift. In a post-pandemic world, inflation and rising costs have forced diners to rethink luxury. A £600 steak no longer reads as aspirational; it feels tone-deaf. In Malta, where dining out is an integral part of the lifestyle, people still crave indulgence—but indulgence has taken on a new form. It’s no longer about ostentatious displays of wealth but about quality, authenticity, and stories of provenance. Diners are more likely to be impressed by a grass-fed Maltese beef fillet or a locally caught swordfish than a wagyu steak shipped halfway across the world.
This trend toward conscious consumption aligns with larger health and wellness goals. People are prioritizing nutrient-dense, minimally processed foods over gimmicky excess. Even the conversation around meat has shifted. While plant-based diets gained momentum in recent years, there’s been a quiet return to high-quality animal proteins, with an emphasis on their health benefits when consumed responsibly. In Malta, this could mean exploring sustainably sourced seafood, grass-fed meats, and traditional Mediterranean staples like olive oil, legumes, and fresh vegetables—ingredients that form the backbone of one of the world’s healthiest diets.
Meanwhile, Salt Bae’s penchant for flaunting his wealth—whether through videos of his £36 million Istanbul palace or his absurd “discounted” $1,000 gold-wrapped steaks—feels increasingly out of touch. In contrast, the dining experiences gaining traction today are those that feel grounded and accessible. Think affordable tasting menus, local specialties, and restaurants with a focus on transparency and sustainability. Even in Malta’s burgeoning fine dining scene, the emphasis is on understated elegance rather than flashy theatrics.
There’s also an undeniable cultural mismatch at play. Salt Bae’s brand of showmanship might resonate in places like Dubai or Miami, where dining out is as much about spectacle as it is about taste. But in Europe—and certainly in Malta—food is deeply tied to tradition, community, and authenticity. Just as British diners gravitate toward the comfort and quality of a Sunday roast or a Michelin-starred tandoori chop, Maltese diners value the simplicity and richness of dishes like rabbit stew, lampuki pie, or freshly grilled octopus. Restaurants here thrive on their ability to connect with diners on a deeper level—through flavors, stories, and a sense of place.
And yet, as Salt Bae’s empire falters, it’s worth noting that indulgence isn’t dead. People still seek memorable dining experiences, but the definition of “luxury” has evolved. Today, it’s about a perfectly cooked steak that tells a story of local craftsmanship, paired with a glass of organic Maltese wine. It’s about a meal that nourishes the body and delights the senses, without the need for viral gimmicks or gold leaf. This is the kind of dining experience that resonates with Malta’s culinary ethos—one that celebrates quality, heritage, and a healthy lifestyle.
Salt Bae’s rise and fall is a reminder that food trends come and go, but good food, rooted in authenticity and care, never goes out of style. In Malta, where the Mediterranean diet meets a rich tapestry of culinary influences, there’s an opportunity for restaurants to thrive by focusing on what truly matters: fresh, wholesome ingredients, thoughtful preparation, and a genuine connection with diners. Perhaps the real lesson here is that we don’t need a £600 steak to enjoy life’s simple pleasures—sometimes, all it takes is a well-made meal, shared in good company. And maybe just a pinch of salt.