Where We Buy: Retail Real Estate with James Cook Goop Kitchen: From Ghost Kitchens to IRL Flagships - Where We Buy #360
Dec 13, 2025
Adam Rinella, Vice President of Real Estate & Development at Goop Kitchen, shares insights on the brand’s unique journey from a delivery-only concept to a robust dining experience. He discusses the innovative site prototypes, including ghost kitchens and flagship locations, crafted for optimal dining and delivery. Adam highlights the importance of high-quality ingredients, the balance of their indulgent gluten-free menu, and Gwyneth Paltrow's hands-on involvement in design and operations. Plans for expansion to New York and beyond reveal ambitious growth in major markets.
AI Snips
Chapters
Transcript
Episode notes
Delivery-First Launch That Scaled Fast
- Goop Kitchen launched in 2021 as a delivery-first joint venture between Goop and Dom Food Group.
- It grew from delivery-only to 13 locations across California and plans East Coast expansion.
Three Prototypes For Different Trade Areas
- Goop Kitchen operates three prototypes: dark pickup kitchens, 1,500 sq ft 'IRLL' storefronts, and 2,500 sq ft flagship 'IRL' locations.
- Each prototype targets different trade areas and channels to balance delivery economics and branded guest experience.
Blend Gut And Omni-Channel Data For Site Selection
- Use both data and gut when selecting sites and build an omni-channel model incorporating delivery algorithms.
- Partner with analytics providers to model in-store catchment and delivery trade areas separately.