Next time you add salt to your steak, or even a dollop of mayonnaise to your fries, just think: This is the way to Internet stardom.
At least that was the case for Nusret Gokce — also known as “Salt Bae” — who has become ridiculously famous thanks to his theatrical seasoning of food.
The restaurateur was hardly a nobody before: He runs the popular Nusr-Et Steakhouse chain in his native Turkey, along with two restaurants in the UAE, at the Four Seasons Resort on Jumeirah Beach Road in Dubai and a new branch at The Galleria on Al Maryah Island in Abu Dhabi.
But it was a brief Instagram video that really saw Salt Bae become flavor of the month.
It shows the chef, with his trademark slick-back hair and dark glasses, purposefully cutting up a slab of meat, before bending his rather muscular arm and sprinkling salt down it to season the food. It became his trademark move.
The Internet went crazy — and a meme was born. The viral video, posted just three weeks ago, has attracted some 10 million views, and many more on other platforms.
It did not stop there. Megastar Rihanna has been snapped wearing a Salt Bae T-shirt. Footballer Danny Welbeck did a Salt Bae-style celebration after a goal for Arsenal in an FA Cup clash against Southampton FC.
In one social-media photograph, Salt Bae is seen meeting Sheikh Mohammed bin Zayed Al-Nahyan, the crown prince of Abu Dhabi. And one man in Australia even immortalized the chef in the form of a large tattoo on his arm.
But will Salt Bae’s fame take many courses, or be a flash in the pan?
The star certainly has great plans ahead. Salt Bae hopes to take his Nusr-Et Steakhouse global, according to one recent interview. He told the Hurriyet Daily News that there are plans to open branches of the steakhouse chain in London and New York.
And if the social media reaction is anything to go by, he will find many eager customers looking for a tasty meal, theatrically prepared.
His existing restaurants are reported to attract long queues. The menu has a decent array of dishes, from starters including steak tartar and shrimp, to grilled salmon and, of course, a variety of steaks.
Despite his heavy social-media use, Salt Bae has been keen to dismiss any notion that he is showing off. He revealed that he is the son of a mine-worker, and started working as a butcher when he was just 14 — and says the viral video was not the planned creation of a PR company.
“Actually that move at the end (salting) came automatically. I did not do that to show off. It is just my signature. You can think of it a kind of final touch for a painting. It was a final touch to the meat; I was blessing the meat,” he told Hurriyet Daily News.
So with his A-list following and trademark style, it seems we have not heard the last of this distinctive Turkish restaurateur. Whatever you do, do not take him with a pinch of salt.
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Salt Bae: Already a well-seasoned star
Salt Bae: Already a well-seasoned star
Michelin Guide announces 3 new awards at restaurant celebration in Riyadh
RIYADH: The Michelin Guide hosted its inaugural celebration in Riyadh on Wednesday, where they announced three new special awards, delivered in partnership with Saudi Arabia’s Culinary Arts Commission.
The Michelin Service Award, in partnership with RAK Porcelain, went to Jeddah’s Yaza, helmed by chef and owner Hakim Bagabas, for what was described as an exceptional experience from start to finish.
Il Baretto’s manager Santiago Latorre was given the Exceptional Mocktail Award, as the Michelin Guide inspectors said the cocktail list offers a thoughtful mix of elevated classics and original signature mocktails.
The Young Chef Award went to Elia Kaady, at Maiz in Riyadh, who is considered one of the region’s rising talents.
The event honored the 11 restaurants that were awarded the Bib Gourmand distinction for delivering exceptional cuisine at great value.
The winners were Samia’s Dish and The Lucky Llama in Jeddah, Joontos and Tofareya in AlUla, Em Sharif Cafe, Fi Glbak, KAYZO, Mirzam, Najd Village, Sasani, and Tameesa in Riyadh.
Gwendal Poullennec, international director of the Michelin Guide, told Arab News: “When we look at what Saudi chefs are offering, they are also inspired by all the food cultures, but they are still really faithful to their roots, to their heritage, to their product.
“They are also really willing to tell quite an authentic and unique story. And for us, at the Michelin Guide, it definitely has a value.”
In addition to the Bib Gourmand category, 40 restaurants recognized in the Selected category were awarded plaques following the final wave of announcements on Dec. 15, bringing the total Saudi Michelin Guide restaurants to 51.
The restaurant celebration was followed by a reception where a culinary showcase brought together six guest chefs.
Three international restaurants showcased their gastronomic creations, including Le Gabriel - La Reserve Paris, which has three Michelin stars, Muse by Tom Aikens and Nusara, which both have a star.
Bib Gourmand title holders The Lucky Llama, KAYZO, and Fi Glbak also brought their unique flavors to the table.
“It’s a unique and authentic food culture (in Saudi Arabia) that deserves to be put on the spotlight, as well as the destination should be on the world culinary map. So, that is definitely what we are willing to achieve with the Michelin Guide,” Poullennec said.
