The internationally acclaimed luxury steakhouse brand Nusr-Et has confirmed it will open a new flagship location at The Dubai Mall in 2026, marking a major milestone in its global expansion strategy. Known for premium cuts of meat and a show-stopping approach to service, the brand’s next chapter will centre on bringing its signature blend of culinary theatre and luxury hospitality to one of the world’s busiest retail and tourism hubs.
A Major Step in Global Growth
Founded by Turkish chef and restaurateur Nusret Gökçe, better known as Salt Bae, the Nusr-Et Steakhouse brand has grown from a social media sensation into a recognised name in premium dining around the world. The Dubai Mall opening will see the brand expand beyond its traditional steakhouse format with a flagship Saltbae Burger concept, blending high-end ingredients with more accessible fast-casual service. This positioning bridges luxury dining with modern hospitality trends targeting affluent travellers, lifestyle diners and local gourmets alike.
This latest announcement forms part of a broader expansion that includes the brand’s first Latin American location opening at The St. Regis Mexico City this spring and planned openings in Ibiza, further extending Nusr-Et’s footprint across Europe and the Middle East. The strategy reflects an ambition to place the brand in globally recognised luxury destinations where high-spending tourists and discerning locals seek memorable experiences.
Dubai’s Role as a Luxury Dining Hub
Dubai has established itself as a global capital of luxury, known for hosting flagship boutiques, world-class hotels, and fine dining restaurants from the biggest names in fashion and gastronomy. The decision by Nusr-Et to locate its new flagship within The Dubai Mall underscores the emirate’s importance in the brand’s growth strategy and its appeal as a crossroads of international tourism and luxury lifestyle consumption.
The Dubai Mall is more than a shopping destination; it’s a cultural and social hub that attracts millions of visitors each year. Adding a high-profile dining concept like Nusr-Et enhances the retail centre’s luxury offering and positions it to capture even greater value from international tourism flows. By integrating premium culinary experiences with fashion and entertainment, the mall reinforces its status as a one-stop destination for affluent visitors.
The growth of luxury hospitality in the UAE also reflects wider regional trends. Cities like Dubai and Abu Dhabi have seen increased investment in top-tier dining as part of broader efforts to boost tourism and lifestyle sectors, strengthen destination appeal and diversify economies beyond oil wealth. Positioned at this intersection, Nusr-Et’s new location is poised to contribute significantly to the city’s luxury ecosystem.
The Brand’s Evolution and Global Profile
Although the social media persona of Salt Bae helped put Nusr-Et on the map, the brand has matured into a serious contender in the global luxury dining market. Since its first restaurant launch in Istanbul over a decade ago, Nusr-Et now operates more than 20 locations across three continents and employs over 1,600 staff. Each destination presents premium cuts and signature dishes prepared with meticulous craft, accompanied by theatrical tableside service that has become part of its brand DNA.
The Dubai expansion also follows successful openings in Milan, marking the brand’s entry into Italy and landing in one of Europe’s premier culinary hubs. The brand’s ability to perform in such competitive markets reinforces its strategy of controlled growth focused on global cities that share a strong appetite for fine dining and luxury experiences.
This growth has not been without its challenges. Some earlier Dubai branches underwent renovation and redesign to keep pace with evolving guest expectations and maintain high service standards. Industry observers note that reinvesting in existing assets alongside entering new markets signals a commitment to both brand heritage and future-proofing the guest experience.
What This Means for Luxury Dining
Nusr-Et’s Dubai Mall project is more than just another restaurant opening in a crowded market. It represents a strategic blend of luxury and accessibility, tapping into evolving trends where discerning diners seek both exclusivity and approachability in fine dining. The Saltbae Burger concept in particular speaks to a new era of elevated casual dining that appeals to younger, affluent global travellers without compromising on premium quality.
Dubai’s tourism and hospitality sectors have benefitted from sustained growth in high-value visitors, and premium restaurants like Nusr-Et play a role in enhancing the overall appeal of the city’s lifestyle offering. For the brand itself, this expansion opens new avenues for brand recognition and revenue streams, particularly as affluent consumers continue to prioritise experiences that combine quality, spectacle and social engagement.
As the brand prepares for its 2026 opening, the international luxury dining community will be watching closely. Whether Nusr-Et’s theatrical flair and culinary craftsmanship will set a new benchmark for luxury fast-casual dining remains to be seen, but the brand’s Dubai flagship stands as a bold statement of intent in the continuing evolution of high-end gastronomy.
Written By: Mia Quisumbing
Published On: 25th February 2026