New Yorkers will soon have a compelling new alternative to their routine lunchtime “slop bowls” and sad desk salads when Goop Kitchen, the fast-casual, clean-food concept founded by Gwyneth Paltrow, debuts its first East Coast outpost next week. Located in Manhattan’s Midtown West, this will be the first of several kitchens expected to land across the city by the end of 2026.
Since launching five years ago, the Goop-adjacent brand has become known for its seasonal salads, thin-crust pizzas, and a menu entirely free of gluten, refined sugars, seed oils, corn, peanuts, preservatives, as well as a lengthy list of other processed ingredients—though, until now, it has remained a West Coast novelty. (Today, there are 14 locations across California.) “I think New York is absolutely ready for something like Goop Kitchen,” Paltrow tells Vogue over the phone. “I hear every day from friends, ‘When are you opening?’”
Well, a major ad campaign—the first of its kind for the brand, featuring notable New Yorkers from across fashion, dance, sports, and culture—will soon make the impending launch impossible to miss. “It’s a way to connect with the soul and spirit of New York, and the people who live there—wanting to serve them and be able to deliver this concept. And food is my love language so it’s like, ‘With love, from us,’” Paltrow, a born-and-raised New Yorker says of the campaign, in which she appears, along with the New York Liberty basketball player Jonquel Q. Jones; Jovani Furlan, a principal dancer for the New York City Ballet; publicist and TV personality Kelly Cutrone; and many others.
Despite being a town that prides itself on the convenient luxury of having just about anything delivered ASAP—a bodega BEC, an IV drip, even a Christmas tree—food delivery in New York (and in any city, for that matter) still has its flaws. Whereas most restaurant dishes are meant to be plated and enjoyed straight out of the kitchen, Goop Kitchen’s menu and packaging are intentionally designed for pickup and delivery. (There is no on-site dining.) “We have chefs put dishes in their car, and drive around for 45 minutes before they taste anything,” Paltrow notes. It’s a process that often means dishes are developed as far as a year in advance, sometimes resulting in 60-plus iterations over that period. The same kind of obsessive fastidiosusness extends to ingredient sourcing, too: In one instance, the culinary team tested over 200 types of pepperoni before landing on the right one for its spring menu offerings.
With about 40,000 California-based customers ordering from Goop Kitchen every week, there’s strong evidence to believe the brand will face a similarly high demand on the East Coast. California has always been characterized by its innovative health and wellness culture, especially when it comes to food—consider the early popularization of smoothies, alternative milks, and low-carb diets, for example—but New York, Paltrow maintains, is finally leveling up. “In the past five to 10 years, I’ve definitely seen New York City pivot towards health and longevity,” she adds.
For Paltrow, who launched her new fashion brand Gwyn last fall, and also returned to acting after a notable hiatus to appear in the 2025 film Marty Supreme, the expansion of Goop Kitchen is yet another addition to the busy founder’s crowded agenda. She’ll also soon star in the Netflix film adaptation of Belle Burden’s bestselling memoir, Strangers: A Memoir of Marriage.
That she’s approaching her career with a renewed intensity isn’t by accident, but rather reflective of this particular moment in her life, she says. “Ten or 15 years ago, I was really embedded in raising my kids, so a lot of acting was off the table for me. Now that everybody’s in college, it’s opened up my time a lot. And I can work remotely as it pertains to the Goop businesses.”
Still, it’s a lot of work, she acknowledges: “I do have my hands full thinking about what the structure is going forward that will allow me to do this the best as I can.” At the very least, with Goop Kitchen more widely available, she won’t be running on empty anytime soon.