NEW YORK CITY — Goop Kitchen opened its first New York City location on April 20, 2026, marking the delivery-only brand's first outpost outside California. The Midtown West site, at 245 W. 46th St., operates as a ghost kitchen fulfilling delivery and pickup orders with no dining room or hostess stand.

The brand, founded by Gwyneth Paltrow, operates 14 locations across California, including 11 in Los Angeles and three in San Francisco, and serves about 40,000 customers per week in that state. A Goop spokesperson said the company expects to be feeding most of Manhattan and parts of Brooklyn by the end of 2026, with additional locations planned for Flatiron, the Upper West Side, the Upper East Side at the former Butterfield Market site, and Williamsburg.

"I think New York is absolutely ready for something like Goop Kitchen," Paltrow said. She said she has seen New York City move toward health and longevity in the past five to 10 years.

The menu, developed by chef Kim Floresca, who previously worked at El Bulli and Per Se, emphasizes gluten-free options including salads, bowls, pizzas, pastas, wraps, soups, and sweet treats such as maple-pumpkin bread and cookies. Spring offerings include a seasonal salad with asparagus, goat cheese, snap peas, cucumbers, pickled red onions and mint, a spring salmon bowl with organic brown rice, and a blueberry lemon olive oil cake with blueberry jam and maple cream cheese frosting. The culinary team tested more than 200 types of pepperoni for the spring menu, and chefs test dishes by placing them in cars for up to 45 minutes before tasting. Meals are packaged in 100 percent recyclable bags.

Prices include $18.95 for the Goop Teriyaki Bowl, $18.50 for the Queen Margherita gluten-free pizza, $17.95 for the pesto pasta and Classic-ish Cobb, $16.95 for the Thai Crispy Rice Crunch Salad, and $9.95 for the blueberry lemon layer cake. The Midtown pickup site sits inside the Picnic Digital Food Court and features rotating digital restaurant listings, self-service kiosks, and a wall of lockers for order retrieval, with average wait times of about 45 minutes. The earliest available delivery window for a noon order could be as late as 3:30 p.m.

Reviews of the food were mixed. Lifestyle reporter Allison Lax said the chicken in the Teriyaki Bowl was "bomb" — tender, flavorful and filling "without making me feel weighed down." Lax said the Queen Margherita pizza was "mid at best." Lifestyle reporter Benjamin Cost said the undercooked crust of the Queen Margherita pizza tasted like "they slapped toppings on a square of Play-Doh."