Salt Bae: What Happened After the World Cup

There’s a reason people remember where they were when they first saw the salt-sprinkling arm of Salt Bae. But for Nusret Gökçe, that fame came with a price: a single unauthorized gesture at the 2022 World Cup final triggered a cascade of restaurant closures and public backlash.

Born: 1983 · Nationality: Turkish · Known as: Salt Bae · Occupation: Butcher, chef, restaurateur

Six facts frame the story of Nusret Gökçe, one pattern: a meteoric rise built on a single gesture, undercut by a different gesture on a global stage.

Here are the key biographical facts about Nusret Gökçe.

What has happened to Salt Bae?

The World Cup trophy incident

• At the 2022 FIFA World Cup final in Qatar, Gökçe entered the pitch without authorization and interacted with Argentina players and the trophy (FIFA investigation).
• FIFA said it was establishing how individuals gained undue access to the pitch after the closing ceremony at Lusail Stadium on 18 December 2022 (NDTV Sports).
• The incident became a major public backlash point and is widely described as a turning point in his reputation (AS (English edition)).

Restaurant closures and backlash

• A Beverly Hills Nusr-Et steakhouse closed on June 4, 2025, after opening in 2021 (Eater LA).
• By June 2025, Nusr-Et had only two U.S. locations left, in Miami and New York City (Restaurant Dive).
• One report said earlier 2025 closures included the Las Vegas venue, with a plan to reopen at a different site in the city (Eater LA).
• Reportedly, five Nusr-Et restaurants had closed in the U.S. by June 2025, though that figure includes some temporarily shuttered locations (Mashed).

Current status

• A 2025 financial report said the UK entity behind Nusr-Et recorded a pre-tax loss of £5.4 million (Yahoo Finance).
• The Knightsbridge Nusr-Et restaurant reportedly increased sales by £1 million to £10 million in the same reporting period despite wider losses (Yahoo Finance).
• He continues to post on Instagram (@nusr_et), focusing on luxury dining content.

The pattern: despite a flagship success, the overall brand is bleeding. The World Cup incident accelerated a business decline that was already simmering under high prices and quality complaints. What began as a meme peaked in 2017 and hit a wall in December 2022.

Why did Messi ignore Salt Bae?

The moment at the final

• Messi walked past Salt Bae without interaction during the trophy ceremony (AS (English edition)).
• The interaction – or lack thereof – was captured in a widely shared video that showed Gökçe trying to get Messi’s attention and failing.

Salt Bae’s apology

“It was my mistake. I’ll never touch the World Cup again.”Salt Bae (Nusret Gökçe), in an exclusive interview after the incident, as reported by AS (English edition)

Messi’s perspective

• Messi has not publicly commented on the snub, but the incident fueled online debate about Salt Bae’s behavior.
• For many, the cold shoulder from the greatest footballer of his generation became a symbol of Salt Bae’s overreach.

The implication: for a brand built on viral moments, the same mechanism that created fame can also destroy it.

How many restaurants did Salt Bae close?

Three numbers, one trend: contraction. Here’s the tally of confirmed closures and what drove them.

List of closed locations

• Nusr-Et Manhattan burger bar – closed 2023 after three years (Wikipedia).
• Nusr-Et New York (Midtown location) – closed 2024 (Eater LA).
• Nusr-Et Beverly Hills – closed June 4, 2025 (Eater LA).
• Nusr-Et Las Vegas – closed in early 2025 with plans to reopen at a different site (Eater LA).

London’s Knightsbridge location remains open and saw sales rise to £10 million, according to Yahoo Finance.

Reasons for closures

• Closures attributed to high prices and quality complaints (Restaurant Dive).
• In February 2024, reports said the London Knightsbridge restaurant was charging steaks priced at almost £700 (Wikipedia).

Impact on his brand

• The brand’s U.S. closures were presented as part of a strategy shift toward international expansion (Restaurant Dive).
• Nusr-Et was reported to be shifting focus toward Europe and Latin America, including planned openings in Milan, Rome, Mexico City, and Ibiza (Türkiye Today).

The pattern: each closure chips away at the aura of exclusivity that Salt Bae built. When the novelty wears off in one market, the brand moves to another – but the runway is finite.

Where is Salt Bae now?

Recent sightings

• He shared a large restaurant bill in Abu Dhabi (AED 615,000) in 2025, per the content plan (source not independently verified; included as reported).
• Continues to post on Instagram (@nusr_et).

Social media activity

• He remains active on Instagram, posting videos of gold-leaf steaks and luxury dining.
• His follower count remains in the tens of millions, though engagement has cooled.

Future plans

• Focus on existing luxury restaurants rather than aggressive expansion in North America.
• Planned openings in Milan, Rome, Mexico City, and Ibiza (Türkiye Today).

The catch: without a stable home market, the brand risks becoming a traveling circus, welcome only where novelty still sells.

What is Salt Bae’s real name?

• Real name Nusret Gökçe (Eater).
• Born 1983 in Turkey (Wikipedia).
• Trained as a butcher, later worked in restaurants.
• Gained fame in 2017 for his salt-sprinkling meme (Eater).

Why this matters: the biographical details remind us that Salt Bae was not born a celebrity – he earned his fame through craft. That craft, however, became overshadowed by spectacle.

Confirmed facts and what’s unclear

Quotes

“It was my mistake. I’ll never touch the World Cup again.”Salt Bae (Nusret Gökçe), via AS (English edition)

“FIFA is establishing how individuals gained undue access to the pitch after the closing ceremony at Lusail Stadium on 18 December 2022.”FIFA, in a media release following the final, official statement

“The U.S. closures are part of a strategy shift toward international expansion.”Restaurant Dive, reporting on Nusr-Et’s business strategy, Restaurant Dive

Related reading

• Mr Tumble Controversy: What Happened with Justin Fletcher – Another public figure whose reputation was shaped by a viral moment.
• James Franco: Why He Quit Acting and His Life Now – A parallel story of celebrity rise, backlash, and professional fallout.

Summary

Salt Bae’s trajectory from internet phenomenon to cautionary tale is a case study in how fast fame can curdle. The World Cup incident was not the cause of his business troubles – it was the accelerant. With U.S. locations closing and losses mounting, the brand’s future depends on whether it can find a market willing to pay luxury prices for a viral name. For diners in America, the choice is clear: fly to Miami or New York for the Nusr-Et experience, or wait for the European expansion – if it happens.

For a detailed look at the closures and their impact on Salt Bae’s empire, a detailed look at the closures provides a thorough breakdown of the situation.

Frequently asked questions