Salt Bae has opened a restaurant in Milan. Nusret Gökçe, from butcher to global celebrity

Salt Bae opens his first restaurant in Italy, choosing Casa Brera (A Luxury Collection Hotel) in the heart of Milan as the location. Situated at Piazzetta Maurilio Bossi 2, inside an elegant mid-20th-century building restored under the direction of Patricia Urquiola, the new Nusr-Et blends design, hospitality, and gastronomy into an immersive experience. «Art, style, and Milan’s excellence have always been a great source of inspiration for me. Being surrounded by the best brands in the world is a privilege. But our goal is not just to serve dishes, it’s to create unforgettable memories,» Gökçe stated.

The menu features the brand’s iconic dishes – from the Nusr-Et Special with butter, to the Lokum tenderloin, the Saltbae Tomahawk, and the Golden Baklava with Maras ice cream – all paired with a wine selection that ranges from Italian producers to international labels. A curated and concise drink list, inspired by neoclassical mixology, completes the experience. Recognized globally for his quality and the signature move with which he “signs” his steaks, Gökçe added: «Consider it my way of signing dishes. In the art world, works are signed by the artist; this is how I leave my mark.»

When Meat Becomes Experience

Founded in Istanbul in 2010, Nusr-Et Steakhouse was born from the vision of Nusret Gökçe: to turn meat dining into a global hospitality experience. The essence of the project is already in the founder’s name – the last two letters of “Nusret” form the word *et*, which means “meat” in Turkish. With just eight tables in the Etiler neighborhood, the first restaurant immediately caught attention for the quality of its cuts, its charismatic service, and obsessive commitment to excellence. Soon, queues became the norm, and Nusr-Et conquered Turkey before expanding to Dubai, Abu Dhabi, and beyond.

The true turning point came in 2017: a short video of Gökçe sprinkling salt on a steak with his now-iconic move went viral. This is how «Salt Bae» (Salt Before Anything Else) was born – a figure that perfectly embodies the brand’s philosophy: a unique blend of quality, authenticity, and entertainment, made viral through charisma and theatrical flair.

The story of Salt Bae

Born in Erzurum and raised in Istanbul, Nusret Gökçe, better known as Salt Bae, entered the workforce at a very young age, driven by economic hardship and unshakable discipline. He left school early and began working in a butcher shop, where he learned every secret of meat: from selection to cooking. For over 14 years, he trained in one of the most rigorous steakhouses in Turkey, voluntarily taking on the toughest shifts and seizing every opportunity to grow. He worked during the day and studied the kitchen at night. In his free time, he hosted private barbecues, experimenting with the balance between quality, service, and performance.

With the goal of refining his skills, he traveled to Argentina and the United States with no contacts and no knowledge of the language, closely observing the best kitchens and returning home with a new set of skills. The first restaurant, in Istanbul, opened quietly but with a clear vision: to build a community around the meat experience. Since 2013, a series of strategic partnerships has accelerated the brand’s expansion into the Middle East, Europe, and the United States. Each opening has marked a new chapter in the evolution from butcher to global phenomenon.

Today, Nusr-Et has around 30 restaurants worldwide, over 1,600 employees, and new openings on the way in Cappadocia, Milan, Rome, and Mexico. At the core of it all lies a precise philosophy that Nusret calls «emotional luxury»: excellence, elegance, and meticulous attention to detail. Uncompromising quality, teamwork, and respect have become the pillars of the brand, exported across the globe. From Turkey to the world’s most exclusive tables, Nusret’s story proves that when hard work is combined with vision and consistency, even a simple gesture – like salting a steak – can become a global trademark.