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The internationally known restaurant brand Nusr-Et has won a trademark registration case in the European Union, marking a significant legal victory for its owner, Turkish restaurateur Nusret Gokce, widely recognized worldwide by his nickname “Salt Bae.”
According to Patronlar Dunyasi, ruling came after a dispute involving a Middle Eastern entrepreneur who had launched a food truck using the name “Salt,” which Gokce argued could confuse customers due to its similarity to his established brand identity.
At the center of the dispute was the use of the word “Salt” (“tuz” in Turkish) and signifies the signature salt-sprinkling gesture that helped turn Gokce into a global internet figure. According to the case details, Gokce moved to block the registration after an entrepreneur began operating a food truck under an Arabic version of the name. He argued that the branding overlapped with his well-known “Salt Bae” image and could lead customers to mix the two businesses up.
European authorities ultimately ruled in favor of Nusr-Et, effectively allowing the company to protect its trademark within the EU market. This outcome stands in contrast to a decision issued in the United Kingdom in December, when the U.K. Intellectual Property Office rejected a similar objection by Gokce regarding the registration of the word “Salt.”
While the brand has faced mixed results in trademark disputes, it continues to push ahead with an ambitious international growth strategy. Nusr-Et recently confirmed that it is preparing to open a new restaurant inside the St. Regis Mexico City during the first quarter of 2026, as part of its ongoing expansion into new markets.
At the same time, additional projects are scheduled to roll out in Ibiza, one of Europe’s high-end tourism destinations, as well as at Dubai Mall, one of the world’s largest retail complexes.
Nusr-Et Steakhouse currently operates more than 20 restaurants across three continents and employs over 1,600 staff members worldwide.
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