goop Kitchen
goop Kitchen is Gwyneth Paltrow's delivery-first, gluten-free ghost-kitchen restaurant concept, operating roughly 17 California locations plus a newly opened NYC site, serving health-conscious consumers through direct ordering, third-party delivery, and a tiered loyalty program.
- Company typePrivate
- Founded2021
- HeadquartersSanta Monica, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
goop Kitchen firmographics
Firmographics- Name
- goop Kitchen
- Legal name
- Goop Food Group, LLC
- Website
- https://goopkitchen.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- goop Kitchen is Gwyneth Paltrow's delivery-first, gluten-free ghost-kitchen restaurant concept, operating roughly 17 California locations plus a newly opened NYC site, serving health-conscious consumers through direct ordering, third-party delivery, and a tiered loyalty program.
- Ownership category
- akta.pro rank
Where goop Kitchen is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices14 records
Markets served
goop Kitchen business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Food Sales: Revenue from selling prepared meals (bowls, salads, handhelds, pizza, pasta, rotisserie, soups) through direct online ordering on website and mobile app
- Third-Party Delivery Orders: Orders fulfilled through third-party delivery platforms including DoorDash, Postmates, and UberEats
- Loyalty Program (goop kitchen Insider): Points-based loyalty program with tiers (Silver, Gold, Platinum, Black Onyx) offering rewards, free delivery, and exclusive experiences to drive repeat purchases
- Gift Cards: E-gift cards and physical gift cards sold at select locations for gifting occasions
- Catering Services: Drop-off catering from select locations throughout Los Angeles and Orange County
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual menu items priced per unit |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
goop Kitchen product offering
Product offeringCore offering
goop Kitchen is a delivery-first, pickup-only restaurant concept operating through a ghost kitchen model. It sells a seasonally rotating menu of chef-crafted gluten-free meals including bowls, salads, handhelds, pizza, pasta, rotisserie, and desserts free from seed oils, refined sugars, corn, and processed additives. Orders are placed directly via its website and mobile app, or through third-party delivery platforms such as DoorDash, UberEats, and Postmates.
Product overview
goop kitchen is a single, unified restaurant concept — an upscale, delivery-first ghost kitchen founded by Gwyneth Paltrow in 2021 as part of the Goop brand. The core offering is a seasonally rotating menu of clean-eating dishes (bowls, salads, handhelds, rotisserie, pizza, pasta) designed primarily for delivery and takeout, all gluten-free and free from seed oils, refined sugars, and processed additives. The product portfolio consists of the core goop kitchen restaurant service supplemented by the goop kitchen Insider loyalty program (offering points, tiers, and perks) and Gift Cards for gifting. The brand operates through multiple delivery integrations (DoorDash, UberEats, Postmates) and its own direct ordering platform.
Differentiator
Problem solved
Functional benefit
Products and services
- goop Kitchen Restaurant Concept
- goop kitchen Insider Loyalty Program
- Gift Cards
- Catering Services
Quantifiable outcome
- Serving over 40,000 guests weekly with strong repeat customer behavior
Companies that use goop Kitchen
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
goop Kitchen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
goop Kitchen partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- CloudKitchenscoreCloudKitchens provides ghost kitchen facilities for goop Kitchen locations including Costa Mesa, Silver Lake, and expansion locations. This enables rapid scaling with lower capital requirements.
- DoorDashcoreDoorDash provides third-party delivery services to goop Kitchen guests. The company has a dedicated team for guest service at DoorDash Kitchens locations.
- PostmatescorePostmates provides third-party delivery services to complement goop Kitchen's direct delivery capabilities.
- UberEatscoreUberEats provides third-party delivery services to expand goop Kitchen's delivery reach and accessibility.
- PicniccorePicnic provides ghost kitchen facilities for goop Kitchen locations including Larchmont (PICNIC @ Hollywood) and NYC Midtown West (Picnic @ Backstage Food Hall), featuring locker-based pickup systems.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
goop Kitchen competitors and assessment
Company assessmentDirect peers
- Sweetgreen: Sweetgreen is a fast-casual chain specializing in health-focused bowls and salads with a digitally native ordering experience. Both brands target health-conscious urban consumers willing to pay a premium for clean ingredient sourcing — directly comparable in menu positioning, target customer, and digital-first GTM motion.
- Dig (Dig Food Group): Dig is a chef-driven fast-casual concept serving seasonal, ingredient-forward bowls, salads, and mains. Both brands target urban foodies who prioritize ingredient quality and seasonality over price, and both operate kitchens optimized for digital ordering and delivery in dense urban markets.
- Virtual Dining Concepts (MrBeast Burger): Virtual Dining Concepts (which operates MrBeast Burger and other delivery-only virtual restaurant brands) pioneered the celebrity-driven ghost kitchen model. Both brands deliver chef-quality food exclusively through delivery apps and ghost-kitchen facilities without traditional dine-in operations.
- Just Salad: Just Salad is a fast-casual restaurant chain focused on customizable salads, wraps, and warm bowls with strong digital ordering. Both brands compete directly for the lunchtime healthy-eating segment across major U.S. metros, with comparable pricing and a similar ingredients-led positioning.
- CAVA: CAVA is a fast-casual Mediterranean bowl/salad concept that has scaled rapidly via digital ordering and delivery. Both brands compete for the same health-conscious urban consumer with made-to-order bowls in the $15-$20 price range, and both emphasize ingredient transparency.
Emerging players
- Territory Foods: Territory Foods is a chef-prepared meal delivery service focused on clean, seasonal, and dietary-restricted menus. Both brands compete for health-conscious urban consumers willing to pay a premium for ingredient-forward prepared meals, with overlapping dietary-free positioning (gluten-free, refined-sugar-free).
- Daily Harvest: Daily Harvest is a direct-to-consumer delivery service offering clean-ingredient prepared meals, soups, and smoothies. Both brands target health-conscious consumers ordering food delivered to their homes, though Daily Harvest focuses on frozen, shelf-stable formats vs. goop Kitchen's made-to-order model.
Broad incumbents
- CloudKitchens: CloudKitchens (founded by Travis Kalanick) operates shared ghost-kitchen facilities where goop Kitchen rents space. CloudKitchens is both goop Kitchen's infrastructure partner and a broader ghost-kitchen platform/incumbent shaping the same delivery-only restaurant landscape.
- Reef Technology: Reef Technology operates a national network of neighborhood ghost kitchens and 'delivery hubs' under multiple virtual restaurant brands. Reef is a broader ghost-kitchen platform/incumbent that helps restaurants expand into delivery without traditional brick-and-mortar investment.
- Kitchen United: Kitchen United operates multi-brand ghost-kitchen commissaries (MIX Eatery & Drink Hall) used by multiple restaurant brands. Kitchen United is a broader shared-kitchen operator in the same ghost-kitchen space where goop Kitchen operates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
goop Kitchen social profiles
Digital presencegoop Kitchen financial estimates
Financial estimateRevenue estimate
Valuation estimate
goop Kitchen leadership team
Management profileNumber of profiles
Profiles3 records
goop Kitchen funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
goop Kitchen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about goop Kitchen
What does goop Kitchen do?
goop Kitchen is a delivery-first, pickup-only restaurant concept operating through a ghost kitchen model. It sells a seasonally rotating menu of chef-crafted gluten-free meals including bowls, salads, handhelds, pizza, pasta, rotisserie, and desserts free from seed oils, refined sugars, corn, and processed additives. Orders are placed directly via its website and mobile app, or through third-party delivery platforms such as DoorDash, UberEats, and Postmates.
Is goop Kitchen a public or private company?
goop Kitchen is a private company. It is classified as corporate owned and is currently operating.
When was goop Kitchen founded?
goop Kitchen was founded in 2021. It employs 11 to 50 people.
Where is goop Kitchen based?
goop Kitchen is headquartered in Santa Monica, United States, in the North America region.
How does goop Kitchen make money?
Five revenue lines are on record. Direct Food Sales are the primary driver. The others are third-Party Delivery Orders, loyalty Program (goop kitchen Insider), gift Cards and catering Services.
Who are goop Kitchen's main competitors?
Direct peers on record are Sweetgreen, Dig (Dig Food Group), Virtual Dining Concepts (MrBeast Burger), Just Salad and CAVA. Emerging players are Territory Foods and Daily Harvest. Broad incumbents are CloudKitchens, Reef Technology and Kitchen United.
Does goop Kitchen have an API?
No public API is recorded for goop Kitchen.