Gwyneth Paltrow’s Goop Opens L.A. Ghost Kitchen | Eater
"Opened March 8 as a delivery-only ghost kitchen in Santa Monica, this Gwyneth Paltrow–backed concept is led by chef Kim Floresca (who previously cooked at Per Se, El Bulli, and The Restaurant at Meadowood) and offers bowls, salads, lettuce wraps, soups and desserts that are entirely gluten-free with vegan options and an emphasis on sustainable growing practices. The menu is governed by an in-house “Certified Clean” standard — no processed sugars, processed foods, gluten, soy, dairy, peanuts, or preservatives — and is priced similarly to fast-casual bowl chains (for example, GP’s Cobb is $11.95 and a spring salmon bowl is about $16). Framed as a way to deliver convenient, nutrient-dense meals to customers’ doors, the launch is positioned to accelerate the clean-food movement and is the brand’s first Santa Monica location, with additional Los Angeles-area virtual concepts promised; it also follows a broader trend of celebrity-led virtual kitchens and arrives amid some consumer skepticism about the founder’s wider wellness and luxury offerings." - Jenny G. Zhang
