Goop Kitchen posts 61% sales growth in 2025
Gwyneth Paltrow's delivery-only food business grew sales by 61 per cent this year, using a model most investors had written off.
Goop Kitchen, the food arm of Gwyneth Paltrow's Goop, grew sales by 61 per cent in 2025.
It did so using the ghost kitchen model: delivery-only cooking, no dining room, no passing trade.
That model fell out of favour with investors after a wave of operators expanded on cheap capital and thin margins, then contracted.
Goop Kitchen's counter-approach, as reported by Inc., was to concentrate on delivery quality and to keep operational control rather than chase site count.
The distinction matters. A ghost kitchen that rents space to third-party brands is a landlord; one that runs its own kitchens owns the food, the packaging and the moment it arrives at a customer's door.
The second is harder to scale and easier to keep good.
For founders in food, the lesson on offer is the unglamorous one. A model does not fail; a way of running it fails, and the same model can work again when someone controls the parts that customers actually experience.
Goop Kitchen has not published revenue figures, the number of kitchens it operates, or the geography it serves. The 61 per cent is a growth rate without a base.