Well, we've resisted writing a story about it for about as long as we can, but when even the tabloids are running pieces on when Salt Bae is opening a restaurant in London, we felt we had to enter the fray.
If your first reaction to this is, 'who in the hell is Salt Bae?', then may we refer you to the video that went flipping mental on Instagram a little over three weeks ago. It featured an as-then-unknown Turkish restaurateur Nusret Gökçe cutting and then seasoning a piece of steak. Yes, that is all. But it's the WAY he seasoned the steak with a crazy flourish that swiftly turned him into a major meme. Last time we checked, the video had been watched over 9m times. You'll have to watch it yourself to see what all the hoopla is about.
Hard on the heels of his Insta-fame, Gökçe was then quoted as having told the Turkish newspaper, the Hurriyet Daily News that he had restaurant openings planned for New York and London over the next few months. His Nusr-Et steakhouse chain now has six restaurants in Turkey and one in the Four Seasons in Dubai.
But where exactly would the London one be? In New York, Eater reported that initial claims that the NYC site was taking over a site occupied by another happily still trading restaurant seemed quite wrong. And here in London, we followed up another story that had him opening a restaurant at the Intercontinental on Park Lane. But we've been told by the hotel that the story has no merit.
So where WILL he be opening? When we know, you'll know.