From Yoni Eggs to Yummy Eats: Goop Launches a Virtual Restaurant

Gwyneth Paltrow and chef Kim Floresca step into the “clean” food space with Goop Kitchen

Not everyone needs a 20-pound weighted blanket, ylang-ylang + calendula deodorant, a lace eye mask, or design-conscious vibrator, but everyone needs to eat—and Gwyneth Paltrow seems to know that.

Launching March 8, Goop Kitchen, is a new virtual restaurant from Paltrow’s lifestyle brand that delivers to Santa Monica, Venice, Pacific Palisades, Brentwood, and Beverly Hills. ”

The food by chef Kim Floresca, who trained at fine-dining institutions Per Se, Mugaritz, and El Bulli and was executive sous chef at Napa Valley’s three-Michelin-starred The Restaurant at Meadowood, is relatively accessible in its price. Seasonal soups, including one made with Japanese sweet potatoes, start at $6.95. Salads and bowls are $11.95 to $15.95. Dishes are heavy on vegetables, grains, and healthful proteins. Many sauces are Goop Certified Clean, which means they have no refined sugar, processed foods, gluten, soy, dairy, peanuts, or preservatives.

But this food isn’t flavorless spa cuisine.

“We didn’t want to make it feel so quote-unquote healthy for you, which I think a lot of people feel that Goop is,” Floresca says. “You know, we removed processed sugars and are able to use organic honey to kind of come up with the same flavors. The whole idea of what our kitchen is about is, basically, ‘Let’s make really good tasty food that’s clean, nutrient-dense, and just able to make you happy.’ You don’t want to be angry eating a salad. You want to enjoy the party that’s being brought to you.”

A flavor-packed and texturally delightful chopped salad stands out with ingredients like Zoe’s nitrate-free turkey salami, heirloom Christmas lima beans, pickled shishitos, and a shallot-parm vinaigrette that nicely balances acid and umami. A satisfying teriyaki bowl comes with charred skin-on Mary’s organic chicken and “umami rice” that’s a blend of shiitake rice, brown rice, and cauliflower rice. Some of Goop Kitchen’s marinades and sauces, including the teriyaki sauce, are based on Paltrow’s recipes that have been published online or in her cookbook.

Floresca has learned a lot as she’s worked to optimize food for delivery while keeping things tasty. She discovered, for example, that Salanova lettuce holds up better than romaine. Floresca also got lots of input from Paltrow when she developed the menu.

“She was really involved,” Floresca says. “We did a tasting every week. She would give us honest feedback. ‘I love it. I hate it.’ And then we’d discuss it. She has a really amazing palate. … I think she really likes our soups. I think she also really likes our Suprema salad because it’s turkey-based and doesn’t have red meat.”

And Paltrow even approved an ingredient she doesn’t typically enjoy.

“I’ll tell you a funny story,” Floresca says. “She doesn’t like dill, and we put dill, I think, on the first plate. So we made a ranch dressing and she’s like, ‘Look, I know it’s in there.’”

But Paltrow ended up loving the dressing, and the dairy-free ranch (made with Tofutti and housemade aquafaba) is now served with Goop Kitchen’s chicken salad lettuce wraps. Order up.

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