Celebrity-branded food businesses are nothing new. But with Goop Kitchen\u2019s expansion earlier this year to San Francisco<\/a> and now to New York City<\/a>, Goop Kitchen feels bound to enter a broader national conversation, as Erewhon did when it went national<\/a>.<\/p>\n I asked Paltrow about all of it last week. We chatted about her intentions for the NYC expansion, her involvement in menu development, and the brand\u2019s future.<\/p>\n The summer salmon bowl in the Goop test kitchen in 2025. Matthew Kang<\/p>\n Matthew Kang: Do you like the same items on the Goop Kitchen menu as your customers? <\/p>\n Gwyneth Paltrow: Nothing gets on the menu without me loving it. My favorite is the salmon bento box ($18), which is popular but not the No. 1 [among customers]. I also really love the winter harvest chop salad ($16.50) that we do with sharp cheddar and falafel bites; it\u2019s not in the top five [among customers], but definitely one of my favorites.<\/p>\n How much are you guiding menu development? <\/p>\n I\u2019m very involved in ideating all of the dishes. We do multiple tastings. There\u2019s pretty much nothing on the menu that I haven\u2019t had a direct hand in shaping.<\/p>\n This whole thing is my brainchild. It comes from my cookbooks and years of feeding my family. I really wanted to do something the way that I cook, which I think is full of a lot of flavor, and also very clean and healthy. It\u2019s an area that I think has been lacking.<\/p>\n Why expand Goop Kitchen to SF and NYC? <\/p>\n When it started, in our own backyard in Santa Monica, the idea was to bring incredibly high-quality, delicious food to everybody. SF was the next step for us because you don\u2019t have to hire an entirely new team; [you can use the] same operational resources in California. It\u2019s obviously a concept that feels very intuitively California. I was interested to see how it would go down in SF, probably the most urban environment in California. We\u2019re still throttling demand there every day.<\/p>\n Are you excited to see Goop Kitchen expand? Let me know your thoughts by sending a message directly to kangtown@eater.com<\/a>.<\/p>\n I\u2019m from here [New York], and all my friends and family were about to kill me if we didn\u2019t open Goop Kitchen in New York. It\u2019s really become a thing: People land in California and text me their order; next question is when is this coming to New York. I think it\u2019s thrilling. It\u2019s a homecoming in a certain sense for me.<\/p>\n In expanding to the East Coast, are you changing the menu at all? Or do you think New Yorkers will gravitate towards different dishes than Californians?<\/p>\n![\"A](\"https:\/\/www.newsbeep.com\/us-ny\/wp-content\/uploads\/2026\/04\/GoopKitchenSalmonPlate-1-1.jpg\"\/)
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