$400M revenue. $70 steak. $12 Diet Coke. 3.2 Google stars. Meme > Michelin.
Nusret Gokce went from a Turkish butcher's son to a global meme when his salt-sprinkling technique went viral in 2017 (over 10 million Instagram likes on the original video). He turned that meme into Nusr-Et Steakhouse — 30+ locations worldwide charging $70-2,000+ for a gold-encrusted tomahawk steak. His London restaurant was roasted for charging $12 for Diet Coke and $630 for steak. Google reviews average 3.2 stars. Critics call it "Instagram food" with no culinary substance. Revenue exceeds $400 million annually. Salt Bae is the ultimate proof that in 2026, virality beats Michelin stars.
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