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From humble beginnings that involved traveling abroad to learn his trade on borrowed money and with no language skills, Nusret Gökçe (aka Salt Bae) is now a world-famous chef and owner of the hugely popular luxury steakhouse brand Nusr-Et and #Saltbae burger restaurants, found around the globe, here he explains how he got to where he is today.
What were your earliest sources of inspiration and motivation?
I was born in Paşalı, a small Turkish village in Şenkaya, Erzurum, which still only has a population of around 1,400 people today. If I’m honest, I have to admit that village life was far from easy – resources were limited, conditions difficult and prejudices rife. It was very different to the big city lifestyle of Istanbul, Ankara or Izmir in Turkey.
I started out on my journey when I took a job as a butcher’s apprentice. I was only 13 years old, but needed the job due to financial difficulties. I worked 20 hours a day, learned fast and tried to get as many tasks done as possible. It paid off and I got a job at what was the best steakhouse in Turkey at that time. The job instilled a curiosity in me. I began to wonder how this type of business worked around the world and how I could do it better to become the best. It was in this context that I opened the first door toward changing my life.
You took a bold decision aged 25 which set you on the path to success. What can you tell us about it?
It was when I was at my most curious that faith came into play. I was aged 25, with no English language knowledge, when I decided to travel to two countries famed for their meat – Argentina and the US – with just USD 500 in my pocket, which I’d borrowed. Looking back, I realize this was a bold move, but I learned the business, worked hard with an insatiable appetite to become better and met the right people.
I knew to appreciate and value them. This is how ‘I’ became ‘we’ over time. We have grown with faith, dedication and constant effort since I opened my first restaurant in Etiler, Istanbul, in 2010. And today, I work even harder to ensure my story continues to develop. As a result, I think fame is a reflection of sincerity, working from the heart, not giving up, always being prepared to go the extra mile and staying true to yourself. Long story short, I set out on a path, I believed in the path I took and I worked hard for the sake of what I believed in. I never gave up and I still look for ways to improve. Success is my biggest motivation.
Your restaurants offer luxurious dining experiences. What does this entail?
When talking about a luxury experience, I think that first, it’s necessary to speak about quality. Quality inevitably produces luxury. Only high quality, individually selected products enter Nusr-Et kitchens. I think, too, that the trick here is to focus not only on the quality of the food, but also on the quality of the service, architecture and interaction with the guests. Once again, it’s necessary to think of the whole package. From the hostess that greets you at the door and the waitress at your table to our So, in addition to the unique food we offer, I think that we also put forward emotional luxury through the communication we establish with our guests. The greatest cherry-picked kitchen teams – these parts make up the entire service experience. Food and its number one accompaniment – service – should always be impeccable and I have been working on this since day one.
So, in addition to the unique food we offer, I think that we also put forward emotional luxury through the communication we establish with our guests. The greatest luxury is bonding, touching our guests’ hearts and leaving an unforgettable mark.
Our shows during service, the world-class meat selection offered and our gold-plated meats merit another mention, since we focus on luxury within this framework. We’re always thinking how we can take the experience to the next level, while treating our guests to exquisite flavors. As a team, we have an innovative and entrepreneurial mindset.
If you could be known for one thing, what would it be?
As the master of my craft and a world meat pioneer. I set my heart on this, working 20 hours a day, sleeping at the restaurant and having many sleepless nights, but I never gave up. I dedicated my life and my heart to transforming meat into art and this is what made me the best. I changed my destiny and my fortune. As you can tell, I’m in love with what I do. Let me be known for this.
Do you have any new projects in the pipeline?
Of course – we keep moving forward, taking firm steps in that direction. We have goals set around the world, including in Argentina, Mexico, Brazil and new locations in Europe, the Far East and beyond. If you place a world map in front of you, anywhere and everywhere is a possibility. Nusr-Et is a very powerful brand, recognized and desired worldwide.
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