Salt Bae has been all over the web lately, having opened a restaurant in London with an eye-wateringly pricey menu.
The Turkish chef's unique seasoning technique won him viral fame back in 2017, and since then, he has well and truly cashed in on it.
The 38-year-old - real name Nusret Gökçe - owns a chain of luxury steakhouses, and is known for his impressive cuts of meat and extravagant presentation.
But what does the man himself dine on?
He revealed all in an Instagram post, and as you might expect, it's hardly run of the mill. And of course, steak is on the menu - several times.
Providing a run down of his typical day, he said: "Exercise and nutrition are like fingerprints - personalized.
"My daily programme starts from two room temperature glasses of still water and 4 apricots. After half an hour I drink one cappuccino and than I start my workout.
"After workout I eat breakfast which is 250gr steak, chickpea, lentils, beans and black rice.
"For lunch I'm steaming any vegetables and 250gr steak. Afternoon I have a yogurt with grapes molasses, single espresso.
"For dinner at 9pm I eat beetroot salad and steak. After dinner I drink only water. No more food."
So just the three steaks a day then. Why do those morning glasses of water have to be room temperature too?
I suppose, as he says, each to their own. It's undeniably working for him anyway.
It also helps that he is a big believer in exercising in whatever way you can.
In an Instagram post from July, he said: "Wherever you are whatever you do you can always train. No excuses.
"Be creative! Use stone, elastic ropes, any equipment does the job.
"[The] Important [thing] is to start your training! Let the oxygen flow through your veins!
Fair play, he practices what he preaches too.
He has shared videos of himself lifting weights on a gym ball, sprinting in the sea, and doing pull-ups on two doors as they open.