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How Turkish Food Turned Sexy

Turkish chefs are experimenting with new ways of “sharing” food – increasingly through social media. by Emel Altay 20 May 2019

As our regular readers know, TOL normally does not cover Turkey, unless an issue concerns one of the countries we do cover in post-communist Central and Eastern Europe and Eurasia. However, for the last few months, we have been making an exception because of the dire situation faced by many journalists in Turkey since the attempted coup in 2016. After that dramatic event, almost 200 media outlets were closed down and scores of critically minded journalists lost their jobs and now struggle to eke out an existence. We are proud to provide some international exposure to many of these Turkish reporters and expand, at least for now, our mission of supporting independent journalism and the freedom of the media to this fascinating and important part of the world.



Long queues of excited people form every day outside Ahmet Cicek’s restaurant in Besiktas, one of Istanbul’s busiest neighborhoods, as locals and tourists alike flock to try his specialty dish of mussels stuffed with lemon-spiked rice.


The burly Cicek is a familiar figure outside, mingling with those waiting, posing proudly for photos with customers and passers-by – as many as 400 a day, he says, and even more on weekends.


Ahmet Cicek in front of his restaurant. Photo from his Instagram account, used with permission.


Mussels are a very popular Istanbul street food, and there are many shops like Cicek’s throughout the city. What makes him stand out is a highly successful, canny social media campaign that has given him the nickname “Lord of the Mussels.”


Instagram and YouTube are full of videos of him calmly grilling giant kokoretsi, a traditional stuffed-intestine dish, or devouring piles of mussels in takeaway buckets emblazoned with his grinning face. One of his vast forearms is even tattooed with the name of his restaurant, Midyeci Ahmet, which means Ahmet the mussels-seller.


“I started with posting photos of mussels and grilled intestines, but then I began creating and posting videos as well, featuring myself eating the food that I prepared, which became very popular,” Cicek said, explaining that he was inspired by the stratospheric rise of Nusret Gokce, better known by his nickname Salt Bae.


Standing on the Shoulders of Gokce


Gokce, a 36-year-old chef, became a global social media sensation after he posted a video on Instagram, of himself carving a steak. That was in January 2017, and his elaborate and very sensual technique for preparing and seasoning meat made him an internet star overnight.


From humble origins as a 13-year-old butcher’s apprentice working 13-hour days, before opening his first restaurant in Istanbul in 2010, Gokce was propelled to fame and created a steakhouse empire valued at $1.5 billion. He now has 21.5 million Instagram followers and owns Nusr-Et, a restaurant chain with branches in Istanbul, Abu Dhabi, Dubai, New York, Miami, and Doha.


Cicek says, “I realized that Nusret Gokce was making a lot of money by performing for the audience as he was cooking meat, so I thought that I should try something similar myself.”


Other Turkish restaurateurs have been similarly inspired by Gokce, like Nedim Sahin, known as the Pilaf Cook of Baruthane, whose business only began to thrive after he started using social media.


Pilaf, or cooked rice, is a very popular classic Turkish dish usually served with chicken, beef stew, or vegetables.


But, like the Lord of the Mussels or Salt Bae, the Pilaf Cook of Baruthane owes his growing popularity to the theatrical ways in which he serves his customers.


The now-famous pilaf cook. Photo from his Instagram account, used with permission.


With his trademark giant moustache, he is often to be found at his restaurant in Baruthane, putting on a show as he piles up layer upon layer of various dishes on top of a pilaf base.


“I’ve seen that successful chefs were those who had followers on social media, so I decided to do the same. Only then did I start earning money,” said Sahin, who is poised to open another restaurant in Besiktas. “However, if you don’t know how to prepare food well, and if you don’t put on a show while you are presenting it, then you will have no followers on social media, nor customers.”


Some restaurant-goers complain that the combinations he uses are weird and not particularly tasty, but Sahin is not bothered by such criticism. Since he uses social media to attract his clientele, visual effects are more important.


“People come to my restaurant for the show, and that’s what we give them. We put moustaches on their faces, take photos together, and then post those photos on social media. We make people happy,” Sahin said.


A Matter of Taste?


Yet not everyone is pleased about this new generation of social-media gastronomy.


Sociologist Erhan Akarcay argues that the glamorized visual presentation of cooking and eating has actually served to cheapen Turkey’s historic food culture.


“Serving food becomes a spectacle, something that we define as ‘food porn,’” he said. “Nusret Gokce’s posts, his presentation of meat and his body language have some gastro-pornographic features. Many photos, short videos, tags, and hashtags related to food on social media include pornographic connotations.”


Sahin posing with a customer. Photo from his Instagram account, used with permission.


Those ostentatious displays went against Turkey’s very real tradition of hospitality, Akarcay continued.


“Before social media existed, one of the key traditions in the Turkish society was … offering and sharing food with others,” he explained. “Nowadays, this ‘sharing’ of food is limited only to the cyber world, but that doesn’t seem to concern anyone in our society. The food itself – mainly its taste and quality – becomes secondary to its presentation on social media.”


Muge Akgun, a food culture columnist for the Turkish daily Hurriyet, agreed that the omnipresence of food-related spectacle in social media undermined “Turkey’s rich gastronomic culture.”


“It seems that these days many people don’t choose the restaurants in which the best food is served, but the restaurants that are most popular on social media. It is all about fame and sending a message to other people saying ‘I was there,’” she said.


However, Akgun hopes that this trend will be short-lived.


“As the culture of eating out becomes stronger in Turkey, and people start putting emphasis on the taste of food rather than the hype created on social media, the quality of food in restaurants will become more important than their popularity on Instagram,” she said. “In time, the porn food culture will be replaced by proper eating out again.”

Emel Altay graduated from the department of radio, television, and cinema at Marmara University. Between 2010 and 2017 she worked at several magazines in Turkey. She is now a freelance journalist writing for Journo, Zero Istanbul, Istanbul Art News, Art Unlimited, and other media.
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#PragueMediaPoint Conference for journalists, media professionals, and scholars

‚ÄčThe 2019 edition of Prague Media Point will highlight these types of inspiring examples and more. We will offer a mix of scholarly presentations, including keynote addresses; sessions with innovators explaining their solutions; and networking opportunities to promote the exchange of know-how. As in years past, the conference will have a special regional focus on Central and Eastern Europe, though we look forward to covering cases and trends from other parts of the world. – WHAT’S WORKING





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