Executive Briefing

Goop Kitchen’s taste test

And a Consumer Trends update.

Goop Kitchen food
Courtesy Goop Kitchen.

Among digital media brands, Gwyneth Paltrow’s Goop, founded in 2008, has long been one of the best and most successful at the content ↔ community ↔ commerce continuum, from its In Goop Health summits to its Netflix show to its retail stores.

Its newest business is very 2021: Goop Kitchen, a takeout-only fast-casual restaurant that opened this month in Los Angeles.

Launched from a Westside ghost kitchen, Goop Kitchen offers a range of bowls, salads, soups, “handhelds,” and desserts that are compatible with Paltrow’s healthy-leaning Goop lifestyle: Organic, free-range, gluten-free, etc. Marinades and sauces are “Goop Certified Clean,” meaning “no processed sugars, processed foods, gluten, soy, dairy, peanuts, or preservatives.”

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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