Salt Bae. Fame doesn't pay the rent.
Salt Bae's UK restaurant arm lost £5.5 million in 2024, mostly from a £6.6 million write down on closing five US branches. Hype can't make rapid expansion pay.
THE GIST ON SALT BAE: "Hype, scaled"
How much did Salt Bae's UK arm lose?
The UK arm, Nusr-Et, posted a £5.5 million loss in 2024, mostly because of a £6.6 million write down tied to closing five US branches. It once had seven US restaurants and now has only two.
Was there any good news?
The Knightsbridge restaurant in London grew its revenue past £10 million. But the losses from rapid expansion totally outweighed those gains.
What is the lesson?
Global fame and viral influence can't make rapid expansion pay. It shows how fragile hype driven businesses are. Growth only works if each individual unit can justify its own existence. If not, scaling just multiplies the losses.
Is a famous face enough to make a restaurant work?
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Quick answers
How much did Salt Bae's UK arm lose?
£5.5 million in 2024, mostly from a £6.6 million write down tied to closing five US branches.
How many US restaurants are left?
Two, down from seven.
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