The Goop Kitchen is the new virtual restaurant from Goop, Gwyneth Paltrow's lifestyle brand that joins the trend of so-called ghost kitchens,
, as they are known in the Anglo-Saxon world (
, in United States), which are establishments used solely for home cooking.
There are no tables, no chairs, no customers.
This modality has become an increasingly popular model, specifically among certain actors and artists who, under their own brand image, launch themselves into the world of hospitality.
Paltrow, Sylvester Stallone, Bruce Willis, Eva Longoria, Robert de Niro and Danny DeVito are some of the celebrities who have invested in this business or who own their own restaurant.
Paltrow tells about his new adventure with Kim Floresca who is in charge of the kitchen, although according to his Instagram, he has taken into account the opinion of the actress when preparing the menu.
“He was very involved.
We did a tasting every week and he gave us his opinion: 'I love it, more or less, I hate it'.
And then we discussed it.
He has an incredible palate, "he explained.
Floresca trained at great restaurants such as Per Se, Mugaritz, and El Bulli, and was executive chef at the three-Michelin-star Napa Valley restaurant The Restaurant at Meadowood.
Floresca, with his proposals for Paltrow, joins the long list of restaurants in Los Angeles that are committed to healthy food.
The chefs of this city promote the concept "from the field to the table", having menus with local organic ingredients.
Its cuisine is characterized mainly by being gluten-free and by offering quite a few vegan options.
Likewise, the actress has made known the processes of sustainable cultivation practices and has incorporated the use of a label called Goop Certified Clean, which means that all foods are free of processed sugars, gluten, soy, dairy products, peanuts and preservatives.
The actress presented her project with the idea of promoting the so-called clean food.
"These are dishes that are high in nutrients while still making them delicious to contribute to greater well-being," Paltrow said in a statement before the restaurant opened.
"The Goop Kitchen's mission is to accelerate the clean food movement," he added.
It is common for the actress to show the elaboration of some of these proposals in her social networks.
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Paltrow, along with Sylvester Stallone, Bruce Willis, Eva Longoria, Robert de Niro and Danny DeVito, make up a long list of internationally recognized actors who have decided to seek new investments and own their own restaurant.
One of the best known is Planet Hollywood, a chain of themed restaurants serving typical American food.
Sylvester Stallone, Bruce Willis, Demi Moore and Arnold Schwarzenegger partnered to create it in 1991 and it was in New York where they opened the first store.
In the state of Utah there is The Tree Room
by actor Robert Redford, where diners can dine by candlelight.
In these cases your letter has nothing to do with the one offered by Paltrow.
De Niro owns the Nobu Japanese restaurant franchise.
Paltrow's restaurant joins the business conglomerate that groups the Goop brand with which the actress is obtaining great success and also causing much controversy.
The Goop platform has been criticized since its inception for its praise of pseudoscience.
At first it was created as a
, a weekly email, which in 2008 reached the emails of a handful of people.
It began to grow first as a blog, then as a website and then as a sales platform until it became an empire valued at $ 250 million, according to
The New York Times.
Throughout this long decade, controversy has been constant at Goop.
At times, reaching the "thinnest weight to live" has been advocated, suggesting that people should be "as skinny as possible."
Advice has also been given to sleep with jade eggs inside the vagina or to sit over pots of hot water with herbs to cleanse the uterus.
Beyond viral anecdotes like the vagina vaporizer (69 euros) or the candle with the smell of the vagina of Paltrow (68 euros), whose fragrance is described as "funny, precious, sexy and beautifully unexpected", Goop has gotten into Serious Gardens through his Netlfix documentary, where he has interviewed credentialed and uncertified health experts who warn of the dangers of wearing underwired bras can lead to breast cancer, consuming lectin-laden vegetables, and using latex tampons or condoms .
Assertions that on more than one occasion have led to complaints from the scientific community.