Goop Kitchen’s Wellness-Driven, Delivery-First Concept
A new addition to SoMa’s food scene has arrived. Goop Kitchen, founded by Gwyneth Paltrow, opened a delivery-and-pickup location on Morris Street in late 2025. Known for its entirely gluten-free menu and health-forward approach, the concept reflects the kind of thoughtful, modern dining that continues to take shape across the neighborhood. Another place of SoMa’s ongoing evolution, rooted in creativity, convenience, and what’s becoming.
Founded by Gwyneth Paltrow, the concept reflects her long-standing focus on wellness and intentional living. An Academy Award–winning actress turned entrepreneur, Paltrow launched Goop as a curated lifestyle platform centered on health, design, and thoughtful consumption. Over time, the brand expanded into beauty, fashion, and food — with Goop Kitchen emerging as its culinary expression, translating those principles into everyday meals.
Goop Kitchen began as an offshoot of Paltrow’s broader lifestyle and wellness brand, first launching in Santa Monica in 2021 as a delivery-first “clean eating” concept emphasizing nutritious, accessible meals made without refined sugars or processed ingredients. The SoMa location follows the same approach — offering a lineup of fresh salads, hearty bowls, handheld wraps, soups, and other dishes, all prepared gluten-free and often finished with Goop’s proprietary “Goop Certified Clean” sauces and dressings.
Dishes range from turmeric-spiced chicken bone broth and the Goop Father Italian Chopped Salad to winter salmon bowls and wraps like the NYC chicken salad. With vegan options, sustainably sourced proteins, and seasonal produce, the menu aims to prove that eating clean can be both satisfying and accessible.
Unlike a traditional sit-down restaurant, Goop Kitchen in SoMa operates as a delivery-only and take-to-go destination. The San Francisco outpost operates as a cloud kitchen within a shared commercial kitchen space at 60 Morris Street, with online orders for pickup or delivery and no dine-in service. This streamlined model — sometimes referred to as a virtual or ghost kitchen — reflects broader shifts in how people work, live, and dine in urban neighborhoods.
The SoMa opening is part of a larger Bay Area expansion that includes locations in San Jose and Sunnyvale. Now fully operating within the former Ben’s Fast Food space at 60 Morris Street, the kitchen represents a different kind of arrival — one rooted less in a storefront and more in flexibility, efficiency, and evolving urban rhythms.
