goop Kitchen is ready to serve NYC.
What’s happening: Gwyneth Paltrow’s healthy restaurant chain plans to open locations across Manhattan and Brooklyn, starting with Midtown West in April.
Take it away. An extension of the famed lifestyle brand, goop Kitchen operates 14 outposts throughout San Francisco and LA, primarily as takeout-only ghost kitchens, serving ~40K customers/week.
Expanding beyond California for the first time, the restaurant chain will double its footprint this year, adding sites in Midtown, Flatiron, and Williamsburg while reportedly piloting a sit-down experience in Del Mar, CA.
Right mix. Designing seasonal, gluten- and seed oil-free menus, goop Kitchen focuses on clean branding and sourcing — boosted by viral collabs with Andrew Huberman and Tracy Anderson.
Taking on NYC go-tos sweetgreen and viral newcomers like Pura Vida Miami and THISBOWL, goop is betting on quality and convenience of its digital-first ghost model to cater to how and when fast-paced New Yorkers really eat.
Punchline: Reducing friction for NYC’s fast-casual x healthy dining obsession, goop Kitchen is built to scale.
