José Andrés's vegetable-focused fast-casual concept Beefsteak just got a fresh influx of new investors to the tune of $9.25 million — including the GOOP queen herself, Gwyneth Paltrow, who's apparently a big fan of the restaurant.
"She told me kind of jokingly, ‘José, if you need investors, let me know.' So I said, ‘Hey Gwynnie, now is the moment.’"
Andrés tells the Washington Post, "She told me kind of jokingly, ‘José, if you need investors, let me know.' So I said, ‘Hey Gwynnie, now is the moment.’" While it's not known how much of the cash was put up by Paltrow — the other investors included a couple venture capitalists — according to documents filed with the Securities and Exchange Commission the minimum investment was $100,000. Reached for comment by Eater, a rep for Andrés's Think Food Group said, "We have a wonderful group of investors, including Gwyneth, who support Beefsteak's mission to bring vegetables to the center of the plate."
The first Beefsteak opened at Washington, DC's George Washington University last March, with another D.C. location hitting Dupont Circle a few months later; another location is slated to debut at the University of Pennsylvania campus very soon. The new investments will help fuel more Beefsteak expansion. Per Eater DC, "Beefsteak offers both pre-designed bowls, featuring ingredients like quinoa, edamame, yellow squash and bok choy, and customizable options. Diners can combined both cooked and raw vegetables, sauces and dressings, and both grains and crunchy accents. Those who absolutely must have meat can add a topping like roast chicken or salmon."
Given Gwyneth's enthusiasm for super-healthy food, it's not surprising the lifestyle guru and Martha Stewart foe would be a Beefsteak enthusiast. Her 2013 cookbook contained recipes for vegan avocado toast and quinoa granola, but also preached a slightly insane "elimination diet" that barred dairy, potatoes, wheat, bell peppers, eggplant, and corn, among other things. Gwynnie's not the only Hollywood celebrity with a taste for chef-driven quick eats: Chef's Jon Favreau is an investor in Loco'l, Roy Choi and Daniel Patterson's fast-food startup.