goop kitchen expands to New York | News
goop kitchen, the upscale, chef-crafted restaurant concept founded by Gwyneth Paltrow, makes its highly anticipated debut in New York City on Monday, April 20, marking the brand’s first expansion outside of California and a major new phase of growth. Goop Kitchen is built as a dark kitchen model and works without traditional dining rooms. It offers carefully curated meals designed specifically for delivery and takeout.
The launch in New York represents a significant milestone for the brand, bringing its delivery-centric model to one of the most advanced and competitive food markets in the world. With additional locations planned in Manhattan and Brooklyn, goop kitchen is on track to double its footprint in the coming year.
“New York felt like a very natural next step for us,” says Gwyneth Paltrow. “It’s one of the most vibrant and demanding food cities in the world, but it’s also a place where people really rely on delivery. We built a goop kitchen around that reality, creating food that is thoughtful, satisfying, and designed to arrive the way it was meant to be enjoyed. In the city that raised me and refined my tastes, this milestone feels deeply personal. I’m thrilled to finally be here.”
Founded in 2021, Goop Kitchen was founded to make clean, delicious, and satisfying food more accessible. Rooted in the belief that food is one of the most powerful ways to care for your body, the brand wanted to fill a gap in the market where “healthy” eating often felt restrictive, joyless, or simply too difficult to access. Goop Kitchen makes good eating effortless, offering carefully curated, ingredient-based meals designed to be both delicious and nutritious.
Inspired by Gwyneth’s values and food philosophy, and helmed by VP Culinary Chef Kim Floresca, whose background includes Michelin-starred kitchens such as Per Se and El Bulli, goop kitchen’s menu is rooted in technique and a deep passion for the highest quality ingredients. Each dish is developed over months and often undergoes dozens of iterations to meet the brand’s exacting standards for taste, quality and ingredient integrity.
What sets Goop Kitchen apart is how purposefully it is built around delivery. Every element, from the menu to the packaging, is designed to ensure that the food arrives exactly as it was intended to be eaten. Dishes are developed with travel in mind and tested under real-world conditions, often waiting up to 45 minutes before tasting to simulate delivery time. Custom packaging is designed to maintain texture, temperature and integrity: from built-in compartments for dressings to generous salad bowls designed for mixing at home. Every detail is intentional.
Since launching in Los Angeles, goop kitchen has built a strong and growing customer base, with steady expansion throughout the region and into the Bay Area, where the brand recently opened its best-performing location to date.
“We’ve spent the last few years building and refining a model designed specifically for this purpose, and the performance we’ve seen gives us real confidence in its ability to scale,” said CEO Donald Moore. “Today, we serve more than 40,000 guests every week with strong repeat business across all markets. Expanding into New York marks the beginning of an exciting new phase of growth for the brand.”
To mark its New York debut, goop kitchen is launching its first major brand campaign, Made for New York, celebrating the people and pace of New York City across digital, social and out-of-home channels.
goop kitchen is available for delivery and pickup through order.goopkitchen.com and major third-party apps. The first delivery location will open April 20 in Midtown West and will serve adjacent neighborhoods, while additional locations with delivery, takeout and dine-in options will launch in Manhattan and Brooklyn in 2026.
