New York just got goopier.
Gwyneth Paltrow’s Goop Kitchen is built for a Los Angeles crowd. It is health-pilled, vegetable-forward, and full of avocado. Indeed, the shop opened nine locations in LA and four more in the Bay Area, ripe for biohacking tech bros.
In April, Goop Kitchen officially hopped coasts. The brand opened a ghost kitchen in Midtown Manhattan, ready for pickup and takeout.
It’s a big bet for Paltrow, whose business has faltered from its late 2010s peak. Goop underwent multiple rounds of layoffs, executive turnover, and business shutdowns. The brand began as a hub for articles about trendy health solutions; by now, the editorial product has been slashed.
Goop Kitchen has been a bright spot for the brand, though it’s technically a separate business that was set up as a joint venture. In 2024, Goop Kitchen raised $15 million, according to PitchBook, from investors including Uber cofounder Travis Kalanick, who also leads the ghost kitchen startup CloudKitchens.
The New York launch has been filled with hype, fueled by food influencers who score millions of views by promising that the Goop pizza is very good. Will it live up to expectations? We investigated the best way we know how: by spending almost $100 on lunch for two.
Goop Kitchen did not respond to a request for comment.
Read the full article here















