Goop Kitchen’s Gluten-Free Empire State of Mind

 Goop Kitchen’s Gluten-Free Empire State of Mind

Isa Zapata

Slop bowls are out and Goop bowls are in. At least that’s what Gwyneth Paltrow is betting on. The actress-turned-entrepreneur is expanding her food takeout business, Goop Kitchen, to New York City, after a successful launch on the West Coast. We assume gluten futures are already tanking. The concept: Goop Kitchen is an offshoot of the separately run Goop, Paltrow’s multimillion-dollar lifestyle and luxury diaper company. It offers “certified clean” takeout food that was designed to travel well, like bowls, wraps, salads, soups, and pizzas that are made without gluten, seed oils, or processed ingredients. The prices are better than you might expect from the founder of a company that once featured a five-figure backgammon set, with menu items hovering in the $15 to $25 range. However, some have very questionable pun names, like Goopfellas Pizza. Recipe for success: Five years after it started, Goop Kitchen currently has 11 locations in Los Angeles and three in the San Francisco Bay Area. And they’re doing well—the company told the Wall Street Journal: Goop Kitchens serve more than 40,000 customers a week. Half of its locations make $20,000 per day on average. Year over year sales grew 48% in fiscal year 2024, and 61% in FY 2025. Ghost Space Coast to Coast: Three Manhattan locations are slated to open on Monday. Like the California outposts, they’ll use ghost kitchens to prepare food items for pickup or delivery only. Miami, Paris, and London could be next, Paltrow said.