Salt Bae, the viral Turkish chef whose flamboyant salt-sprinkling technique turned him into a global celebrity, has lost a high-stakes trademark battle in the UK. The case centered on his attempt to block rival restaurants from using the word “Salt” in their branding, but the court ruled that the term is too generic and common in the culinary world to be monopolized by a single entity. This decision marks a significant setback for the Nusr-Et empire, which has faced mounting legal and financial challenges in recent years.
The Legal Battle: Salt Bae vs. the Word “Salt”
In 2023 and 2024, Salt Bae’s company, Nusr-Et, filed applications to register two “SALT” trademarks in the UK. The move was widely seen as an effort to protect its brand identity and prevent competitors from leveraging the popularity of the term “Salt” in their own restaurant names and marketing. However, rival restaurants and legal experts quickly challenged the validity of these applications, arguing that “Salt” is a generic word used universally in the food and beverage industry and cannot be exclusively owned by any single business.
The UK Intellectual Property Office (UKIPO) ultimately sided with the challengers. In its judgment, the court found that the word “Salt” lacked the distinctiveness required for trademark protection in the context of food services. The ruling emphasized that the term is so commonplace and descriptive that consumers would not automatically associate it with Salt Bae’s restaurants alone. The decision was a blow to Salt Bae’s broader ambitions to control the use of his name and signature moves across multiple markets.
Why the Court Rejected the Trademark
Trademark law requires that a sign be capable of distinguishing the goods or services of one business from those of others. The UKIPO concluded that “Salt” does not meet this threshold because it is a fundamental ingredient and a basic term in the culinary lexicon. The court noted that the word is used in countless restaurant names, menu items, and branding strategies unrelated to Salt Bae, making it impossible for consumers to identify a specific origin based on the word alone.
Legal experts pointed out that Salt Bae’s attempt to trademark “Salt” was similar to previous failed efforts by other celebrities to monopolize common words or phrases. The court’s decision aligns with longstanding principles that generic terms cannot be appropriated as exclusive trademarks, even if a particular business has achieved significant fame or popularity using them.
Salt Bae’s Global Trademark Struggles
This UK ruling is not the first time Salt Bae has faced legal hurdles in protecting his brand. In 2017, he sought to register his signature salt-sprinkling motion as a trademark in the European Union, covering categories such as clothing, food products, and restaurant services. The European Union Intellectual Property Office (EUIPO) approved the trademark for clothing and food items but rejected it for restaurant and catering services. The EUIPO reasoned that the motion was too generic and commonplace to be associated exclusively with Salt Bae’s restaurants.
Salt Bae appealed the decision, presenting evidence of his massive social media following and global recognition. However, the EU’s Fifth Board of Appeal upheld the original ruling, stating that widespread fame does not automatically translate into trademark protection for generic culinary actions. The board emphasized that the average consumer would not connect the act of salting meat with a specific restaurant or chef, especially in a crowded and competitive industry.
The Broader Impact on Salt Bae’s Empire
The loss of the trademark battle comes at a difficult time for Salt Bae’s business empire. His UK restaurants have reported staggering losses, with accounts showing a £5.5 million deficit in 2024. The group’s US arm has also struggled, closing several locations in major cities and leaving only two restaurants operational. These financial woes have been exacerbated by rising costs, declining revenues, and the closure of international branches.
Legal troubles have further strained Salt Bae’s operations. He has faced multiple lawsuits over unpaid wages, tip theft, and copyright infringement, with some cases resulting in substantial settlements. The recent trademark defeat adds to the growing list of challenges facing the Nusr-Et brand, which once seemed unstoppable in its global expansion.
What This Means for the Restaurant Industry
The court’s decision has important implications for the restaurant industry and the broader food and beverage sector. It reinforces the principle that generic terms and common culinary practices cannot be monopolized by any single business, no matter how famous or influential. This ensures a level playing field for all restaurants and protects consumers from confusion and misinformation.
Experts suggest that businesses should focus on building distinctive brand identities through unique names, logos, and marketing strategies rather than relying on generic terms. The Salt Bae case serves as a cautionary tale for entrepreneurs who seek to capitalize on viral fame without establishing truly distinctive trademarks.
The Future of Salt Bae’s Brand
Despite these setbacks, Salt Bae remains a cultural icon whose influence extends far beyond the restaurant industry. His viral videos continue to attract millions of views, and his brand is still recognized worldwide. However, the legal and financial challenges facing his empire highlight the difficulties of translating internet fame into sustainable business success.
As Salt Bae navigates these turbulent waters, the industry will be watching closely to see how he adapts his strategy and rebuilds his brand. The trademark battle may have been lost, but the story of Salt Bae is far from over. The case underscores the importance of innovation, adaptability, and resilience in the ever-changing world of global business and celebrity branding.
