Nusr-Et London restaurant profits drop amid bad reviews in 2022

Nusr-Et Steakhouse in London experienced a significant decline in profits, dropping by £1.6 million in 2022, largely attributed to the cost-of-living crisis affecting its affluent clientele. Initially, the restaurant thrived, generating over £8 million in sales within its first three months of operation. However, by 2022, it struggled to achieve similar revenue over an entire year, raising concerns about its future viability. Negative reviews have plagued the establishment, with customers criticizing both the quality of food and service, leading to a tarnished reputation. In response to the backlash, the restaurant introduced a more affordable menu, although even basic items like a burger and fries remained costly at £45. Comparatively, the prices at Nusr-Et's international locations can be even higher, with extravagant bills reported, such as a £85,000 tab in Dubai. The chef, Nusret Gökçe, known as 'Salt Bae,' has faced scrutiny for his extravagant lifestyle and attention-seeking behavior, including a controversial appearance at the 2022 World Cup Final. The decline in London’s restaurant performance is part of a broader trend, as Gökçe's New York venue also closed shortly after opening. Currently, the Nusr-Et brand operates 18 restaurants worldwide, including locations in Los Angeles, Abu Dhabi, and Mykonos. The combination of high prices, poor reviews, and economic pressures has led to speculation about the sustainability of the Nusr-Et brand in the competitive restaurant industry. As the restaurant continues to grapple with its reputation and financial challenges, it remains to be seen whether it can recover and regain its status as a sought-after dining destination. The ongoing criticism and changing consumer preferences may necessitate further adjustments to its business model to attract and retain customers.