Nusr-Et’s regional spokesperson has confirmed the restaurant chain’s robust performance in the UAE, dismissing rumors of potential closures and announcing plans for further expansion in the Middle East, even as the brand retreats from US and UK markets.
Despite recent restaurant closures in the United Kingdom and United States, Nusr-Et restaurants in the UAE will continue to operate at full capacity, a senior company executive told Arabian Business on Thursday.
The company’s anonymous spokesman emphatically stated, “There is no truth to the rumours about closures in the UAE. Absolutely wrong.” He highlighted the brand’s decade-long successful presence in Abu Dhabi and confirmed ongoing profitability.
Key developments include:
In contrast to its Western markets, where Nusr-Et has closed outlets in Beverly Hills, Dallas, Las Vegas, Boston, and New York, the Middle East remains the “backbone” of its operations. The chain continues to generate significant interest, with viral bills like the AED 615,065 ($167,500) Abu Dhabi dinner in November 2022 demonstrating its unique appeal.
The company’s UK arm reported a £5.4 million ($6.8 million) loss in 2024, but the regional executive remains optimistic about growth in Dubai, Abu Dhabi, and Istanbul.
“We’re fully open and doing well. The season is starting, and our focus is on investment and growth,” the spokesman said.
Known for its extravagant dining experiences and gold-leafed steaks, Nusr-Et continues to capitalize on the brand recognition of its founder, Salt Bae, who became a global internet sensation in 2017.
