Akademik Veri Yönetim Sistemi
Diğer, ss.1-11, 2019
As the story is introduced, Nusret
Gokce (also known as Salt Bae) is introduced as a butcher with a
difference. His story to fame is outlined throughout the case, which
includes many weblinks with examples of events that have been launched
both in Turkey and subsequently in Dubai and in the USA, promoting his
unique restaurant chain. Throughout the case narrative, it becomes clear
that the success of the restaurant chain is shaped around the
theatrical approaches to Nusret’s presentation and delivery of the largely meat-based dishes, which have led to mixed reviews in the press. Nonetheless, Nusret
manages a carefully and widely publicised Public Relations (PR)
campaign, engaging with key famous individuals including national
leaders, politicians, and celebrities, including Leonardo di Caprio,
Puff Daddy, Dr Oz, David Beckham, Justin Bieber, and Donald Trump Jr,
who appear as advocates endorsing his profile and reputation. His
personal branding style creates a very attractive approach to PR,
preferring likes on Instagram and Youtube in contrast to more
traditional styles of marketing. The case raises questions regarding the
sustainability of Nusr-Et’s business model. Would Nusr-Et’s global
operations be sustainable, given that its major investors in and outside
of Turkey were running into financial conflict? How sustainable would a
one-man show be, solely relying on the talent and charisma of Nusret
Gokce? How would the New York experience affect the success of other
launches in major cities around the world? It seemed that the investors
had a lot to consider.