Goop Kitchen, since it launched in 2021, has cultivated a broad fan base of chefs, celebrities, wellness gurus, and athletes — and now New Yorkers can find out what the fuss is about. Gwyneth Paltrow’s Los Angeles-based takeout and delivery operation is opening its first New York City location this Monday, April 20, in Midtown West.
The first location, which will do delivery only, will be followed by another in East Williamsburg (also delivery only) and on the Upper East Side (346 East 92nd Street, at First Avenue) — its first fixed address in NYC that’ll offer takeout, too. Flatiron (at 20 East 20th Street, near Broadway) will follow this summer, with additional locations opening throughout Manhattan and Brooklyn by the end of the year, a rep tells Eater.
Goop Kitchen currently operates 14 locations in California. The brand is planning its next expansion in Florida.
The menu, developed by chef Kim Floresca, formerly of Spain’s El Bulli and New York’s Per Se, spans salads, bowls, pizzas, pastas, wraps, soups, rotisserie chicken (for a comparatively reasonable $30!), and desserts. (Items are gluten-free and made without refined sugars, seed oils, corn, peanuts, or preservatives.) Paltrow says she has a hand in shaping every dish, with items like miso salmon bento box ($18); a spring crunch salad with asparagus, goat cheese, snap peas ($16.95), and turkey Bolognese ($16.95).
Eater LA’s Matthew Kang, who visited the test kitchen and tried the menu, was won over by the gluten-free pepperoni pizza and a turkey burger. He noted that despite his initial skepticism about “clean” food framing, the food is well-sourced and consistently executed. And, he notes, the food is affordable compared to Goop’s luxury clothing and goods.
Paltrow told Kang that New York has been the obvious next step. “I’m from here, and all my friends and family were about to kill me if we didn’t open GK in New York,” she said, adding that people text her their orders as soon as they land in California. “It’s a homecoming in a certain sense for me.”
