Opened in September 2021, Nusr-Et Steakhouse in Knightsbridge, London, made £7 million ($8.5 million) in its first four months in business, according to Bloomberg, with a profit of £2.24 million pounds sterling ($2.57 million). Nusret UK Limited, the company behind the restaurants, filed its 2021 earnings report citing “customer focus” for the “higher than expected” first quarter results.
As the Omicron variant grew in the UK, Bloomberg called London a “ghost town” over the same period. With restrictions in place and the UK experiencing unprecedented infections, diners debated whether to eat out. Restaurants around London like ‘Parlez’ have had all their group bookings cancelled, leaving restaurateur Tom Kerridge to warn customers via Twitter that the industry will “collapse” if this continues without support. Even celebrity chef Gordon Ramsay has reported a £7million loss in his restaurant empire, resulting in the loss of 300 staff (per The Telegraph).
High menu prices have been partially credited for Gökçe’s success. Dubbed a “golden feast” on the restaurant’s website, Nusr-Et Steakhouse was selling tomahawk steaks coated in 24-karat gold and salted indoors by Gökçe for $805, a Wagyu strip loin steak for $781 and a $46 burger, according to The Telegraph. With poor reviews even from workers, the future of Nusr-Et Steakhouse is questionable (via MyLondon). Eater reports that Salt Bae hasn’t appeared on the London site since it opened, leaving people wondering if the franchise can sustain such numbers without the main attraction.