Gwyneth Paltrow’s Goop Kitchen just arrived in New York, and it’s already turning heads. Designed for health-conscious food lovers, this kitchen focuses on fresh ingredients and has a strong vibe from its West Coast roots. After opening nine locations in Los Angeles, Goop Kitchen has now made its mark on the East Coast with a ghost kitchen in Midtown Manhattan.
This new venture is important for Paltrow, especially as her brand has faced challenges in recent years, including layoffs and a shift away from its original editorial focus. In 2024, Goop Kitchen successfully raised $15 million from investors like Uber co-founder Travis Kalanick, signaling potential for growth.
Social media buzz has amplified interest ahead of the New York launch, with food influencers raving about the Goop pizza. This was an irresistibly tempting assignment, so we decided to spend around $100 on a lunch for two to see if the food lives up to the hype.
Upon arrival, what struck us was the ghost kitchen’s unassuming exterior. Just a simple sign pointed us in the right direction. Inside, we discovered a bustling environment where multiple restaurants operate from the same location. After placing our order online, we dealt with some initial delays but, thankfully, the pickup process was smooth despite the high demand.
When we finally got our hands on the food, the excitement kicked in. However, the first item—the Pepperoni Potts pizza—didn’t survive the trip back. Though it was packed carefully, the slices were a bit disheveled by transit. Priced at $24.50, this pizza claims to be free from seed oils, sugar, and gluten. The combination of pepperoni, basil, and fresh mozzarella raised our expectations.
While Jordan loved the flavor profile, noting a pleasant chew to the crust, Henry found it mediocre compared to other New York offerings. He described it as “gourmet DiGiorno,” highlighting the stiff competition in the city.
Next, we dived into the Brentwood Chinese chicken salad. For $18.50, it was colorful and packed with fresh veggies like bok choy, avocado, and organic chicken. The flavors paired well with a carrot-ginger dressing, and both of us found it enjoyable, especially the crunchy wontons.
The customizable chicken teriyaki bowl also caught our attention. At $18.95, it lets you choose between several proteins. The chicken thigh paired with marinated kale, brown rice, and avocado was surprisingly delightful, especially when drizzled with the accompanying teriyaki sauce. While Jordan was impressed, Henry felt it resembled something you’d find at a grocery store hot bar.
We rounded out the meal with summer rolls filled with curry chicken salad. Unfortunately, these fell short. While the vibrant presentation was appealing, Henry felt they were too mushy, lacking the expected crunch. Jordan approved of the chicken flavor but thought it could use more seasoning.
For dessert, we tried the dark chocolate and sea salt brownie, priced at $5.95. Opinions differed here; while some enjoyed the intense dark chocolate flavor, others found it dry and crumbly.
In total, our lunch was indeed on the pricier side, but it echoed the typical cost of a New York City meal. While neither of us plans to revisit Goop Kitchen anytime soon, they’d definitely consider it for a quick, healthy fix if they were in the area.
To put the whole experience into context, it’s worth noting that, as of 2023, the food delivery and restaurant industry sees an annual revenue of over $200 billion in the U.S. alone (source: Statista). With ghost kitchens like Goop Kitchen popping up, they are tapping into a growing trend that caters to those seeking convenience without sacrificing quality.
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