@newopeningsnyc / Kevin Paul via Wikimedia Commons
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Gwyneth Paltrow’s restaurant concept is set to open on the Upper West Side.
Goop Kitchen signage has been spotted at 364 Amsterdam Avenue, between 77th and 78th Streets — the former home of the Vitamin Peddler, which relocated to 142 West 83rd Street back in 2022.
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The fast-casual, takeout/delivery-only concept is an extension of Paltrow’s Goop lifestyle brand, which she founded in 2008 and has grown into a multi-category wellness empire spanning beauty, fashion, and food. Goop Kitchen currently operates locations across Los Angeles and the Bay Area, and it appears the Upper West Side will be among the first New York City outposts.
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Goop Kitchen announced its forthcoming NYC debut on Instagram in January, with Eater and Timeout reporting the same day that its first location, on East 20th Street in Flatiron, would be opening this summer. A rep confirmed at the time that additional NYC locations were planned.
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The menu is built around what Goop calls its “Certified Clean” standards — meaning no refined sugars, gluten, dairy, soy, corn, peanuts, seed oils, or preservatives. The lineup includes salads, bowls, pizza, pasta, wraps, soups, and rotisserie chicken, plus desserts like dark chocolate and sea salt brownies, maple pecan oatmeal cookies, and maple pumpkin bread. The brand emphasizes responsibly sourced ingredients, including organic free-range chicken, sustainably farmed salmon, and organic produce.
No opening date has been announced for the UWS location. We’ll provide updates when we learn more.
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