@newopeningsnyc / Kevin Paul via Wikimedia Commons
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Gwyneth Paltrow’s restaurant concept is headed to the Upper East Side.
Goop Kitchen signage has been spotted at 346 East 92nd Street, between First and Second Avenues — the former home of Butterfield Kitchen (h/t @newopeningsnyc). 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.
The Upper East Side location would be one of several New York City outposts for the brand, which currently operates across Los Angeles and the Bay Area. Goop Kitchen announced its NYC expansion on Instagram in January, with Eater and Timeout reporting the same day that a first location in Flatiron’s East 20th Street would open this summer, with more to follow. Signage has also been spotted at 364 Amsterdam Avenue on the Upper West Side, as I Love the Upper West Side reported.
The menu follows what Goop calls its “Certified Clean” standards — no refined sugars, gluten, dairy, soy, corn, peanuts, seed oils, or preservatives. Offerings include salads, bowls, pizza, pasta, wraps, soups, and rotisserie chicken, with desserts like dark chocolate and sea salt brownies, maple pecan oatmeal cookies, and maple pumpkin bread. The brand sources organic free-range chicken, sustainably farmed salmon, and organic produce where possible.
The concept has earned generally positive reviews at its West Coast locations, despite the skepticism that often trails anything bearing the Goop name. The Infatuation called it a solid lunch option in both Los Angeles and San Francisco, recommending standouts like the teriyaki chicken bowl and seasonal chopped salads. The food is helmed by chef Kim Floresca, whose resume includes a stint at Per Se. On social media, the brand has developed a loyal following, with fans frequently praising the salads and the gluten-free pizza in particular. A recurring theme in write-ups: reluctant converts who came in expecting to be unimpressed and left as regulars.
No opening date has been announced for the East 92nd Street location. We’ll provide updates when we learn more.
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