Salt Bae: Messi Incident, Closures, and Net Worth 2025

Few internet stars have had a ride as wild as Salt Bae. The Turkish butcher turned global meme became a household name in 2017 with a single salting video. But the chef behind the pose, Nusret Gökçe, has seen his restaurant empire shrink, his reputation tested by a World Cup controversy, and his business strategy shift dramatically by 2025.

Real name: Nusret Gökçe ·
Facebook likes: 6,998,769 ·
Latest closure: Dubai restaurant temporarily closed in August 2025 for renovations ·
Signature style: Salting meat with a dramatic flair

Six key facts about Nusret Gökçe and his restaurant empire paint a picture of a brand built on viral fame and now adapting to a harsher business climate.

What has happened to Salt Bae?

Overview of recent developments

• The Nusr-Et chain has shrunk from seven U.S. locations in 2023 to just two by mid-2025: Miami and New York City (Restaurant Dive).
• The Beverly Hills outpost closed on June 4, 2025 (Restaurant Dive).
• Dallas and Las Vegas restaurants shut in January 2025 (Restaurant Dive).

The World Cup incident and its aftermath

• At the 2022 FIFA World Cup final, Salt Bae entered the pitch after Argentina’s victory and touched the trophy, which FIFA restricts to winners and heads of state (SPORTbible).
• Photos showed Lionel Messi appearing to ignore him, fueling viral backlash.
• Salt Bae later said, “Next World Cup, I’ll never touch the World Cup” (SPORTbible).

Restaurant closures and business challenges

• Beyond U.S. closures, the London Nusr-Et suffered a profit plunge of more than 30% in a single year, according to reports (AS).
• The company has said its 2025 strategy is to focus on international growth, with five new restaurants planned outside the U.S. (Restaurant Dive).

Why did Messi ignore Salt Bae?

The moment at the World Cup ceremony

• After Argentina beat France in December 2022, Salt Bae rushed onto the field, posed with the trophy, and attempted to interact with Messi (SPORTbible).
• Videos show Messi walking past him without acknowledgment, which the internet immediately turned into memes.

Messi’s reported reaction

• Messi never publicly commented on the snub. Photographers captured his visible discomfort, and the incident became a defining image of Salt Bae’s overreach.

Salt Bae’s apology

• In 2025, Salt Bae said, “It was my mistake. I’ll never touch the World Cup again” (SPORTbible).
• He added, “I love Argentina, I love football. and this is an accident” (SPORTbible).

How many restaurants did Salt Bae close?

List of known closures

The table below documents five confirmed Nusr-Et closures across the United States since 2024.

Reasons behind the closures

• High operating costs, changing consumer tastes, and reputational damage from the World Cup incident are considered contributing factors.
• The company has explicitly stated it is shifting focus to international markets (Restaurant Dive).

Status of remaining locations

• Two U.S. locations remain: Miami and New York City (Restaurant Dive).
• International locations in Dubai, London, and elsewhere continue operating, though London’s profits have fallen sharply (AS).

Where is Salt Bae now?

Current whereabouts

• Salt Bae remains active on social media, with over 6.9 million Facebook likes and millions of Instagram followers (Wikipedia).
• He continues to appear at his remaining international restaurants, including the Dubai location, which is currently being renovated.

Future plans

• The Dubai outpost has been temporarily closed since August 2025 for renovations, marketed as a “Next Chapter” rebrand (Instagram).
• Five new restaurants are planned outside the U.S., with an emphasis on markets where his celebrity resonates strongly (Restaurant Dive).

Social media presence

• His Facebook page has 6,998,769 likes as of 2025 (Wikipedia).
• He continues to post content showcasing his signature salt-sprinkling style, though engagement has cooled from its 2017 peak.

What is Salt Bae’s net worth?

Estimated net worth figures

• Various outlets estimate Salt Bae’s net worth at around $50 million, though figures vary widely due to private ownership of Nusr-Et (Wikipedia).

Sources of income

• Primary revenue comes from the Nusr-Et steakhouse chain, which operates in multiple countries.
• Additional income streams include merchandise, endorsements, and social media partnerships.

Comparison to other celebrity chefs

• With an estimated $50 million, Salt Bae’s net worth is modest compared to chefs like Gordon Ramsay ($220 million) or Jamie Oliver ($300 million), but it is significant for a chef whose fame is rooted primarily in a meme.

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

— Salt Bae (Nusret Gökçe), speaking in 2025 (SPORTbible)

“Our 2025 strategy is to focus on international growth.”

— A Nusr-Et spokesperson (Restaurant Dive)

Timeline of key events

• 2017: Salt Bae video goes viral, making Nusret Gökçe an internet meme.
• 2022: At the FIFA World Cup, Salt Bae touches the trophy and is ignored by Lionel Messi.
• 2023–2024: Multiple Nusr-Et restaurants close in New York, London, and other locations.
• August 2025: The Dubai flagship closes temporarily for renovations, marketed as a ‘Next Chapter’.

What we know and what remains unclear

The implications of Salt Bae’s retreat are clear: a brand built entirely on a viral moment must now prove it can survive without the novelty. For the chef himself, the choice is between adapting to a more skeptical public or watching his empire continue to shrink.

For a detailed breakdown of the legal battles and public backlash, the Salt Bae controversy timeline provides a comprehensive look at his fall from grace.

Frequently asked questions

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