A popular celebrity restaurant has expanded beyond its home state.
Goop Kitchen, actress, entrepreneur and lifestyle guru Gwyneth Paltrow’s culinary concept that launched in 2021 made its New York City debut on Monday, April 20 in Midtown West. This is the brand’s first expansion outside of California, where it operates 14 locations throughout the state, some of which are delivery only.
Additional New York City locations of Goop Kitchen are expected on the Upper West Side, Upper East Side, Flatiron, and Williamsburg. The brand reports $20,000 of daily revenue at locations in California. In 2024, Goop Kitchen gained a $15 million investment from Uber co-founder and CloudKitchens CEO Travis Kalanick to fund expansion, giving the brand a $90 million valuation.
What is Goop Kitchen?
Goop Kitchen is the takeout spinoff of Paltrow’s Goop lifestyle brand, which runs a website, online shop, and small boutiques in ritzy locations like The Hamptons and Santa Barbara.
While some may fantasize about enjoying harvest chopped salads and “Goopfellas pizza” in a Paltrow-inspired dining room, Goop Kitchen is known for not offering seating. Created as a dark kitchen, Goop Kitchen operates its restaurants without traditional dining rooms, with the entire menu designed for takeout. The venture,
“New York felt like a very natural next step for us,” Gwyneth Paltrow said in a press release. “It’s one of the most vibrant and discerning food cities in the world, but it’s also a place where people rely on delivery in a real way. We built goop kitchen around that reality, creating food that’s thoughtful, satisfying, and designed to arrive just as it’s meant to be enjoyed. In the city that raised me and refined my palate, this milestone feels deeply personal. I’m thrilled to finally be here.”
Goop Kitchen is notably inspired by Paltrow’s values and food philosophy, but she’s not the chef. The brand’s Vice President of Culinary Chef Kim Floresca has an impressive resume cooking at Michelin-starred kitchens including New York’s Per Se and El Bulli in Spain.
Goop Kitchen’s takeout-centric dishes are developed with travel in mind. During the research and development process, the recipes sit in their curated packaging for up to 45 minutes before tasting to mimic typical delivery timing. The bespoke packaging is engineered to preserve texture, temperature, and integrity of each dish, with features like built-in compartments for dressings and generously sized salad bowls designed for easy mixing at home.
“We’ve spent the past several years building and refining a model designed specifically for delivery, and the performance we’ve seen gives us real confidence in its ability to scale,” said Goop Kitchen CEO Donald Moore. “Today, we’re serving more than 40,000 guests each week with strong repeat behavior across markets. Expanding into New York marks the beginning of an exciting new phase of growth for the brand.”
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