Gwyneth Paltrow’s Goop on Delivering Wholesome Food from “Haunted” Kitchens

Gwyneth Paltrow's Goop on Delivering Wholesome Food from “Haunted” Kitchens

Not exactly haunted, but ghost kitchens are the latest business expansion GP has. The ghost kitchen chain opened on March 8 of this year. It currently has a location in Santa Monica but can deliver to places like Beverly Hills. They also deliver to Culver, Brentwood, and Venice. Fun fact: the Santa Monica location used to be a chicken farm prior to its transformation in 2016. 

The Goop brand name isn’t random. Gwyneth Paltrow took inspiration from famous companies like Google and Yahoo. Both of these companies had double O’s. It was only a matter of time until Goop worked with Google and started selling smart home speakers. Goop Kitchens is one of Goops’ brick-and-mortar stores. Customers will only be able to experience the food via delivery.

Healthy Takeout Delivered Straight To Your Door – Goop Kitchen

Gwyneth Paltrow's Goop on Delivering Wholesome Food from “Haunted” Kitchens

Goop Kitchen’s philosophy revolves around “clean, nutrient-dense, delicious food.” The ghost kitchen derives its philosophy from its mother company. Gwyneth Paltrow’s Goop started with newsletters in 2008. This was the time she was living in London. The newsletters included insights into her daily life and her lifestyle choices.

Goop Kitchens serve salads, soups, and desserts. Gwyneth Paltrow has been a long-time fan of a holistic lifestyle – all the dishes do not have gluten. The brand’s focus on healthy food choices is clear on the products. Customers can see this information instantly. Most of their food products have an identifier for quality. The products will have a “Goop Certified Clean” label. 

Gluten intolerant individuals also benefit from the dishes. The food prepared by Chef Kim Florescu doesn’t have artificial sugars, soy, or dairy. The selections on the menu are largely vegan. Customers make selections from dishes priced at $6.95 for a soup to a fifteen-dollar salad. The pricing approaches that of casual-bowl restaurants.

The current head of the kitchen is Kim Floresca. Chef Kim has worked before in various restaurants prior to her arrival to Goop. She’s cooked for restaurants like The Restaurant in Napa Valley and El Bulli. Instead of dine-in or pickups, the chef’s work goes to their customers via a delivery partner.

Chef Kim takes inspiration for her dishes depending on the season. When Goop Kitchen started, it had five dishes. These include:

  • Suprema Chopped Salad
  • Miso Salmon Salad
  • Teriyaki bowl
  • Spring Salmon Bowl
  • Mushroom Lettuce wraps

Customers can order from the website. For customers in Santa Monica, they can expect faster delivery.

Gwyneth Paltrow isn’t the first one to delve into the ghost kitchen business. Other prominent figures like restaurateur Guy Fieri and Mariah Carey are in the game. Hip-hop artist and rapper Tyga has his own ghost kitchen named TYGA BITES. Mariah’s Cookies specializes in delivering, well, cookies. 

The ghost kitchen concept has existed since 2016. It was a potential threat to traditional restaurants. Ghost kitchens are partially involved with virtual restaurants. They could have their own branding or they may service multiple brands at once.

Since the start of the pandemic last year, large crowds are no longer allowed. The quarantine protocols affected businesses heavily. This meant business owners had to wait it out or start getting creative. Ghost kitchens already existed. With a skeletal workforce to support it, a restaurant could thrive.

Goop Kitchen may be the most practical business subsidiary Paltrow has. The company has had controversies including a jade egg and a pyramid. There’s also the candle that surprisingly sold out on eBay for smelling like a female sex organ.

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