Secret Hotelier: Is it time to find the fun?

What does it take to become the next Salt Bae or Burak? Because I know you’ve been trying.

Sure, Nusret Gökçe – better known as Salt Bae – takes a considerable amount of flack for playing it up for social media clout with the videos of him slapping a side of beef or lording it over us all from his private jet, but since his unique style of spicing meat went viral in 2017, Salt Bae has become a global brand, attracting the rich and famous who fall over themselves to have the man himself serve a slice of wagyu while wearing his signature shades.

He’s come under fire for his arrogance and his pricing – often from other chefs who don’t bat an eye as they serve you four peas on a streak of Cross & Blackwell for AED400. Any operator worth their, err, salt will know the food cost on the top quality wagyu Salt Bae serves.

And, as much as patrons like to feign shock at their enormous bills, they’re really just doing the not-so-humble-brag to let us ordinary citizens know they managed to get a table in the always-full Nusr-et steakhouses and have that kind of cash to throw around. (Seriously, if you’re paying that amount for a steak, please don’t whine about the price of the Red Bull. We see you. We are not fooled.)

CZN Burak, a fellow Turk and chef, has also capitalised on social media virality with his signature videos showing him smiling as he chops veg to the rhythm of some vibey World Music. Burak’s warm nature and humility means he has few, if any, detractors.

But say what you will – both these Turkish chefs have taken their meme-worthiness to the bank. And like me, you’re probably wondering what it will take to become the next Salt Bae or Burak, as you try figure out the ins and outs of TikTok and SnapChat in the heat of your bustling kitchen or hotel.

Finding the secret sauce

What is the social media equivalent of 11 herbs and spices, or the Coca-Cola recipe? That secret ingredient that takes a bog standard, often cringeworthy video and turns you into ‘The Next Big Thing’?

Here’s the truth – nobody knows. Oh, the social media experts and content specialists will tell you it’s a relatable moment delivered in a relevant time – but that’s just marketing spin.

There was nothing relatable about Salt Bae’s flashy spicing techniques – it was all for show, and yet it struck a chord and catapulted him to where he is today.

The only way Burak’s videos relate to me is that I’m likely to chop off a digit if I’m not watching what I’m doing.

So, no. Relatability is not it.

But don’t let that stop you. If you’re intent on being the next big viral star in the hope it will take your brand to new heights, keep playing, keep exploring.

One thing we know is that the behind-the-scenes content showing food preparation or getting those exclusive experiences ready works well.

And we’re not talking huge cinema-quality production levels here. No need for a film crew to come to mess up your operations. It’s just you and your phone. Shoot, edit, and post. And have fun.

Fun. There’s the thing. If you look at Salt Bae and Burak’s original videos from before they were famous – they were just having fun. And somehow, that struck a chord with people.

So maybe fun is the magic ingredient? Try it. I’ll be watching.