By Jelisa Castrodale | FoodAndWine.Com
Troy Warren for Hometown Hall #foodie-all
Gwyneth Paltrow’s lifestyle brand is launching its new food delivery service in the Los Angeles area this week.
Sometimes when I order two sides of guac and drive home feeling extra-extra, I remember that Goop is still a thing that exists. Gwyneth Paltrow’s well-curated “modern lifestyle brand” is a go-to spot for $425 sweatpants, a $1,995 ouija board, and a $35,000 pyramid-shaped cabinet that “creates a spatial vortex in whatever room it’s placed in.”
And, starting on Monday, March 8, Goop’s own gluten-free food will be available to people in the Los Angeles area who gets excited when they see the word “clean” on a menu. The Goop Kitchen is a “delivery concept” that, at the time of its launch, has five menu items that include a pair of bowls, two salads, and build-your-own lettuce wraps.
“Driven by a core belief that clean, nutrient-dense, delicious food leads to greater well-being, goop has covered countless detoxes and interviewed legions of experts on the food-to-happiness connection,” the company said in a statement. “Goop Kitchen’s mission is to accelerate the clean food movement by proving, just as Paltrow did years ago, that whole, unprocessed meals can be both satisfying and convenient, this time brought right to your door with just a few clicks.”
The meals will be prepared in a virtual kitchen in Santa Monica and will be available for delivery in parts of Los Angeles, including Brentwood, Beverly Hills, Pacific Palisades, and Venice—a few neighborhoods where you might expect to overhear a conversation about the “food-to-happiness connection.”
Chef Kim Floresca has been tapped to lead Goop Kitchen’s actual-but-virtual kitchen, which is her latest stop after stints at Per Se, El Bulli, and The Restaurant at Meadowood in Napa Valley. (Floresca and her husband, chef Daniel Ryan, were also back-to-back regional winners of The People’s Best New Chefduring their time at [One] Restaurant in Chapel Hill, North Carolina.)
“Taking cues from each season’s bounty has always been at the core of my approach to food,” Floresca said. “Honoring the integrity of ingredients is also at the heart of Goop Kitchen. I am thrilled to lead a team of chefs who are equally passionate about what we are creating. Not only are Goop Kitchen meals healthy; they are also delicious—something we are so proud of […] I’m excited for our guests to experience it for themselves.”
The five available meals range in price from $12.25 to $15.95, and include a Goop Teriyaki Bowl with organic chicken; a Spring Salmon Bowl; the Suprema Chopped Salad; the Miso Niçoise Salad with miso-glazed salmon; and the Mushroom “Al Pastor” Lettuce Wraps. The sauces and dressings for each entree are Goop Certified Clean, which the company says means that they are free from “processed sugars, processed foods, gluten, soy, dairy, peanuts, or preservatives.”
Goop Kitchen is accepting orders through its website. From Monday, March 8 through Sunday, March 21, every customer will receive free delivery. Just try not to drip any Goop Certified Clean sauce on your pyramid-shaped furniture. You know that’ll wreck the spatial vortex.