Pickup and delivery concepts rarely strive for nuance, but Goop Kitchen has always aimed for something more layered. Since launching in 2021 as an offshoot of Gwyneth Paltrow’s wellness empire, the California-based ghost kitchen has quietly grown into a sought-after food experience rooted in clean, nutrient-rich meals—with an increasingly plant-forward point of view.
Goop’s clean menu
Operating in Los Angeles and Orange County, Goop Kitchen currently offers a curated menu designed to meet the needs of modern eaters. The brand’s culinary approach centers around whole foods, seasonal vegetables, and bold, herbaceous flavor profiles. Customers can choose from salads like the Best Arugula Salad or the Super Greens Chop, rice and veggie-based bowls such as the Teriyaki Bowl and Mediterranean Hummus Bowl, and handhelds like the G.P. Vegan Bahn Mi. These dishes come with a consistent throughline: they are gluten-free, dairy-free, and crafted without refined sugars or seed oils.
While the kitchen does offer a handful of animal protein add-ons, the vast majority of its menu is composed of plant-based ingredients or easily modified to be vegan. Its most customizable dishes are designed with flexibility in mind—allowing guests to opt in or out of toppings like chicken, salmon, or avocado.
Chef Kim Floresca, Vice President of Culinary at Goop Kitchen and formerly of Michelin-starred restaurants including The Restaurant at Meadowood, is clear about the kitchen’s mission: “At Goop Kitchen, we aim to make clean eating delicious and easy.” In an interview with Athletech News, Floresca explained how the menu is shaped around nutrient-dense, functional food that delivers on both taste and texture.
According to a 2023 report from the Plant Based Foods Association, US retail sales of plant-based foods reached $8.1 billion, with plant-based meals experiencing 24 percent dollar sales growth over the past three years. Consumer interest in clean-label, vegetable-forward meals continues to grow, and Goop Kitchen’s success is part of that momentum…