Nusret Gökçe, better known as ‘Salt Bae’ became immortalised in meme-form early last year.
The Nusr-Et steakhouse chain was thrust in front of the world via social media when the wonderful video emerged of Gökçe extravagantly seasoning his steak.
Ottoman steak pic.twitter.com/gXynE52EQE
— Nusret #saltbae (@nusr_ett) January 7, 2017
Since then a number of high-profile celebrities have gone out of their way to have Salt Bae cook for them.
— Nusret #saltbae (@nusr_ett) February 17, 2018
— Nusret #saltbae (@nusr_ett) February 13, 2018
Seriously everyone wants a piece of him…
— Nusret #saltbae (@nusr_ett) December 31, 2017
It’s no surprise then that it’s not just people interested in dining. Investors are reportedly close to buying a minority share of the business for an eye-watering $1.5bn.
The Turkish chef set up the first branch of Nusr-Et in Istanbul in 2010. Since then he’s opened restaurants in New York, Miama, Abu Dhabi, Dubai and Doha.
It would certainly be interesting to see the valuation prior to his new-found fame. Still, fair play to the guy, he obviously knows how to market himself brilliantly.