Gwyneth Paltrow’s Goop Kitchen Expands to 7 NYC Locations by 2026, Prioritizing Delivery Over Dine-In

Five years after launching in California, Gwyneth Paltrow’s fast-casual concept, Goop Kitchen, is expanding to its second state—New York—with plans to open seven new locations by the end of 2026. The first of these will debut in Midtown West, followed by openings in East Williamsburg, the Upper East Side, and the Flatiron District.

New York was chosen for expansion due to its status as the state where Goop’s consumer brand awareness is strongest, according to the Academy Award-winning actress. While major fast-casual competitors like Sweetgreen and Chipotle Mexican Grill have faced challenges in attracting diners, Paltrow asserts that Goop Kitchen’s offerings stand out.

“We’re pretty much in line with most other fast-casual restaurants in terms of what they charge. And I would argue that our ingredients and our products and our taste and presentation is far, far superior.”

Paltrow also revealed that personal pressure from East Coast friends and family played a role in the decision.

“It would have been a lot easier to stay closer to home to finish blanketing out California, but the demand from my family and friends that we bring this to the city was so relentless and overwhelming that I capitulated.”

Goop Kitchen currently operates 14 locations in California, spanning Los Angeles and the Bay Area, and has already processed three million orders. The brand is accelerating its expansion, targeting 25 total locations by 2026, including its first-ever dine-in venue. Initial New York locations will operate with a delivery radius of one to three miles.

A New York-Centric Campaign

To celebrate its expansion, Goop Kitchen launched its first-ever campaign, “To New York With Love,” featuring Paltrow alongside notable New Yorkers such as ballet dancer Jovani Furlan, New York Liberty star Jonquel Jones, and content creator Coco Schiffer. The campaign spans social media platforms like Instagram and TikTok, as well as local out-of-home marketing.

Jena Wolfe, Goop Kitchen’s vice president of marketing, emphasized the campaign’s broader appeal beyond Paltrow.

“We have Gwyneth, who is our Upper East Side muse. But it was critical that the campaign serve as a more expansive love letter to New York by featuring local artists, creators, and an athlete.”

Ghost Kitchens: The Goop Kitchen Model

Goop Kitchen operates primarily as a “ghost” or “digital” kitchen, meaning it lacks a traditional dining space and relies on online orders for revenue. This model has gained traction industry-wide, with digital and delivery orders each growing 4% over the past year, outperforming dine-in demand, according to market researcher Circana.

The chain’s expansion into New York—a highly competitive market—comes at a time when fast-casual dining faces headwinds. For 2026, Sweetgreen has projected a 2% to 4% drop in same-store sales, while Chipotle anticipates flat year-over-year performance. Privately held Panera Bread is allocating an additional $100 million to its company-operated cafés, signaling ongoing investment in physical locations despite shifting consumer preferences.