American actor and entrepreneur Gwyneth Paltrow has opened the first New York City location of her food brand, Goop Kitchen. The new outpost is located at 245 West 46th Street and follows a “clean takeout” model, offering food primarily for pickup and delivery.

Founded by Paltrow about five years ago, Goop Kitchen is known for dishes such as thin-crust pizzas and seasonal salads. The menu uses ingredients that are free from refined sugar, seed oils, corn, peanuts, and preservatives. The brand has been largely based on the West Coast, with multiple locations across California, reflecting what Paltrow has described as a wellness-driven food culture.

“In the past five to 10 years, I’ve definitely seen New York City pivot towards health and longevity,” Paltrow said in an interview with Vogue, adding, “I think New York is absolutely ready for something like Goop Kitchen.”

She described the concept as both personal and purpose-driven: “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 my food is my love language, so it’s like, ‘with love, from us.’”

The NYC launch has been supported by a broad marketing campaign that blends food, fashion, dance, sports, and culture. One notable collaboration included WNBA star Jonquel Jones of the New York Liberty.

New York Liberty basketball player Jonquel Q Jones in the campaign for Goop Kitchen’s New York launch. Photo: Isa Zapata

“We are very much not a restaurant; we are maximising revenue per square foot,” Paltrow told New York Magazine when discussing the expansion. She also spoke about the brand’s product development process in Vogue, explaining: “We have chefs put dishes in their car and drive around for 45 minutes before they taste anything.”

She noted that recipes can take up to a year to finalise, often going through 60 or more iterations.

Reflecting on her current focus, Paltrow added: “10 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.”