Restaurant brands that launched as delivery-first concepts are increasingly testing physical dining rooms as they look for new ways to grow. Goop Kitchen, the food business tied to Gwyneth Paltrow’s broader wellness brand, has now made that move in San Diego with its first sit-down restaurant.
Goop Kitchen opens its first dine-in restaurant in Del Mar
Goop Kitchen announced on August 27 that it had opened its first dine-in restaurant at the One Paseo shopping center in the Del Mar neighborhood of San Diego, according to National Restaurant News. The company said the location has 92 seats, making it a materially larger-format operation than the pickup-and-delivery kitchens that built the brand’s footprint in California and New York. National Restaurant News reported that the opening represents the concept’s first full dine-in restaurant after years of operating primarily as a virtual brand.
The restaurant keeps the core menu that customers already know from online ordering, while adding dine-in-only items, according to the same report. National Restaurant News said those additions include a Field of Greens salad pizza, a Strawberry-Goji Berry Palmer, and a Passion Fruit Lemonade. The company also confirmed that delivery and pickup will continue alongside table service at the Del Mar site.
Architectural Digest separately reported on August 27 that the Del Mar restaurant is scheduled to open its doors on August 31. That report said Paltrow collaborated with Michael Hsu Office of Architecture on the design of the space. Together, those reports indicate that the company publicly unveiled the project on August 27 as it prepared for customer service to begin days later.
What the opening means for San Diego and what is still unknown
The opening gives San Diego County a higher-profile Goop Kitchen presence in a market the company has already identified for additional growth. National Restaurant News reported that more locations are planned for La Jolla and downtown San Diego. The company has not publicly confirmed opening dates for those future sites, and it has not said whether either location will also be a dine-in restaurant.
What is confirmed is that Del Mar is the first sit-down format for the brand and that One Paseo is the specific site now in operation. Donald Moore, Goop Kitchen’s co-CEO, said in a company statement carried by National Restaurant News that San Diego felt like a natural fit for the concept because of the area’s focus on food, active lifestyles, and gathering with family and friends. That framing places the Del Mar opening as both a local expansion and a test of how the brand performs in a more traditional restaurant setting.
The company’s broader California and New York footprint remains weighted toward off-premise service. National Restaurant News reported that Goop Kitchen’s website lists 15 outlets in California and three in New York. While New York recently gained a branded walk-in storefront on the Upper East Side, Time Out New York reported that site was designed for walk-in ordering rather than sit-down dining, distinguishing it from the new Del Mar restaurant.
Why Goop Kitchen is shifting beyond delivery-only service
Goop Kitchen debuted in Los Angeles in 2021 and built its business around delivery and pickup, according to National Restaurant News and Architectural Digest. The concept emerged from the larger Goop brand, which began as a wellness newsletter in 2008 before expanding into adjacent businesses. That history matters because the restaurant’s identity has been tied as much to brand positioning as to a conventional chain rollout.
The Del Mar opening suggests the company sees room to translate that customer base into brick-and-mortar dining. National Restaurant News reported that the concept is known for made-to-order meals prepared without refined sugar, seed oils, or processed additives, a positioning that aligns with the broader wellness audience Paltrow’s company has cultivated. Architectural Digest’s coverage also underscored the investment in physical design, indicating the restaurant is intended to function as more than a production point for app-based orders.
For customers, the most immediate change is straightforward: San Diego diners now have a place to sit down and order Goop Kitchen food in person, while still using delivery and pickup if they prefer. The company has said more San Diego growth is planned, but it has not released a full list of additional addresses or formats for the La Jolla and downtown locations. For now, the Del Mar restaurant stands as the brand’s first test of whether a delivery-born business can scale into dine-in service without abandoning its off-premise model.