🤠 “Yellowstone Tax” — NYC’s Pied-a-Terre Fee. Goop’s $9M ghost kitchen. Gatorade’s unathletic pivot. +Deal-Blind Dudes

0:28This is Nick. a newborn, and a 19-pound extremely nervous dog that I'm carrying on to this airplane. You need to take a cargo ship, Jack, not an airplane at that point. I know. I'm not worried about giving Benadryl to kids. I'm going to knock myself out. I think you need to give Benadryl to the entire passenger list. But we've got three fantastic stories for today's pod. Jack, what do we got on the T-boy? For our first story, today, Gwyneth Paltrow's Goop Kitchen opens in New York City. Because Goop is the world's most successful ghost kitchen. and each one is making$9 million a year. For our second story, it's the most talked about topic over the weekend, New York City's Pieta Tear Tax.

1:06So we are analyzing it all through one TV show, Yellowstone Season 5. And our third and final story is Gatorade. They're going through an identity crisis, a midlife crisis, and a makeover all at once. But that brings up one big question. Can you be like Mike and be like Ike? But yet is before we hit that wonderful mix of stories. Michael Jordan and Michael Scott? We'll tell you in the takeaway. What do we got, Jack? Yesterday, one of you probably went shopping for the week. Ah, Sundays, they're for grocery hauls. But funny detail about your weekly grocery habits. Yeah, we bet the men spent more money than the women did.

1:42And we have the receipts to prove it. Literally. What do we got, Jack? New data from the NBER, the National Bureau of Economic Research, is a gender-defying doozy. And here are the details yet. These Americans who spend the most on food, it's married couples. That's not a surprise, but the married couples who spend the most on food are the ones with the men working from home. No joke, no one drops more at the grocery store than a dude who don't commute. But Nick, no one's the worst shopper than the hubby who works from home. Because yetis work-from-home guys spend 5 % more on groceries than any other married person.

2:15It's the work-from-home hunger tax. And economists know why this is happening. What is it, Jack? You see, men typically spend less time in their life shopping than women do. So we just don't know how to find deals. Work from home married men toss 100 protein bars in the cart for no reason whatsoever. Jack, a work from home married man will buy a month's supply of basil for one pesto dish. Work from home men, you might save money on gas, but you're spending that money on unnecessary groceries. Yeah, economists just called the Yetis. Dudes can't find deals. Jack, let's hit our three stories. Fifteen years before this song, two boys from the Northeast met in the dorm.

2:51They had an idea to cause a cultural storm. It's the best one yet, but the best is the norm. Jack Nick, that's it. I don't even think they need to practice. 50%, that's a fat tip. T-Boy City on your at list. If you know, you know, cause we ready to go. We can't wait no more, so just start the show.

3:12Start the show. First, a quick word from our sponsor.

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5:25For our first story, Gwyneth Paltrow's Goop has been struggling, but they found product market fit in Goop Kitchen. One Goop Ghost Kitchen is doing$9 million per year in sales, which is as much as no, but holy monosita, because there's a new category of delivery. Ah, Yeti's Himalayan cashmere candles, $5 ,000 Aramaze dog beds, a gold vibrator with Bluetooth forged on the moon. Not sure vibrators use Bluetooth, Nick. You can get pretty lazy these days, Jack. But no one has mastered the market for extremes quite like Goop. Goop, Gwyneth Paltrow's lifestyle brand. In 2008, the actor Gwyneth launched a newsletter of her likes and became an accidental media mogul.

6:07She's a tastemaker, so she was able to raise$140 million in venture capital to scale her favorite selections, basically. Expand to beauty, to fashion, to e-commerce, to events, even a Netflix show. And the products marketed themselves. Because your go-to source, if you're interested in$125 ,000 gold dumbbells for your coffee enema kit at the Ashwagandha Pilates retreat, you can only get all that on Goop. If you want something practical, don't go to Goop. A sharper image with some fancy. But then Goop's aspiration turned to perspiration. Yeah. Because after the pandemic, growth slowed. Two rounds of layoffs, no more Netflix show, Goop had lost some of its glow.

6:45Gwyneth tried to go mainstream with a budget beauty line at Target, but that ended just the next year. You just can't democratize the diva. Oh, you can't, Nick, but here's the news. Gwyneth has stealthily launched a food delivery business as a ghost kitchen. And here's what we find fascinating. The best part of Gwyneth's business these days is her bone broth delivery. We got the numbers on Gwyneth's ghost kitchen, and they made us choke on our turmeric lentil salad. It's totally true. Almost spat out our celery act. But first, some context. Please, Jack. Gwyneth launched a ghost kitchen called Goop Kitchens in Los Angeles in 2021.

7:19Full disclosure, I was in Santa Monica that year, and Molly and I went to visit. Didn't realize it was a ghost kitchen, Jack. Really awkward to show up. Yeah, customers aren't supposed to go there, Nick. A ghost kitchen only does delivery. There's no tables, no waiters, no storefront. You're not welcome here, Nick. No, you are not. You can only interact with it in the app, you order online, and then Uber or DoorDash delivers. Because restaurant economics are notoriously tough. They are. Gwyneth started with the efficient concept of a ghost kitchen, which during the pandemic, people preferred delivery anyway.

7:48Now, since then, she's added ordering kiosks and takeout options to most locations so you can actually go to some of these goop kitchens. And there's a lot of them now. L.A. has 11 goop kitchens, San Francisco Bay Area has three, and today, three of them open in New York City. Yeah, if you see a line going from 43rd to 23rd Street, it's to get some of the miso salmon bowls. But let's talk about the financials. Yeah, what's going on, Jack? Goop Kitchen's revenues rose 60 % last year and are on pace to double this year. Get this, Yetis. Goop Kitchen is doing$6 to$9 million per location per year.

8:19Jack, could you sprinkle on some context like it's paprika, please? That's twice as much revenue per location as Shake Shack, three times as much as Chipotle, and almost as much as Nobu. As Nobu. Oh, and all of it is on a single kitchen location that's only 700 square feet in size. That's smaller than the bathroom at per se. Full disclosure, Dovin T-Boy style to research this story. Tested Goop Kitchen this week, and Jack, that miso salmon bento box. It's a write-off, I know. Oh. You submitted it to our expense portal, and I saw it was$38. Yeah, I'm going to need approval on that one ASAP for the Yeah, next besties.

8:55It's like the plot of the 1996 Gwyneth Paltrow movie, Emma. Goop Kitchen is Goop's business savior. This is its hero. So Jack, what's the takeaway for our buddies over at Goop? Goop is creating a new category, catering casual. Yetis, let's step back for a sec. The ghost kitchen concept has been the biggest business failure of hype of the last decade. The pandemic saw a surge in ghost kitchens, but it didn't stick when things returned to normal. Because we associate the ghost kitchen with slop. Scale at the expense of quality. Mr. Beast's ghost kitchen, they got sued for undercooked hamburgers.

9:28But Goop's ghost kitchen has survived because they prioritized quality, not scale, unlike the others. And the result is a new category in delivery that we call catering casual. The fancy feeling of a catered meal, but for date night with just two people, so casual. Catering, you think of your wedding. You feed a filet mignon to 150 people. This is that, but for two people. Scalable luxury is an oxymoron. Totally, Jack. The point of luxury is that it's not accessible on Uber Eats. And yet, Goop Kitchen is making$9 million on$30 salmon bowls made in a Goop Ghost Kitchen. For our second story, New York City's pied -à-terre tax, New Jersey's Transit World Cup surge pricing, it's all part of a way bigger trend.

10:14Taxing out-of-towners, we're talking the Yellowstone tax. Oh, Yeti. Spoiler alert if you're watching Yellowstone but haven't gotten to season five. Full disclosure, I'm on season two still. It's a slow work in progress, Jack. If that's you, you should skip four minutes ahead in this podcast. Earmuffs for the Yellowstoners right there. The Dutton Patriarch is elected as governor of Montana on one promise. Montanans first, second homeowners second. Developers, tourists, rich guys who don't know a buck from a Buick. Johnny Dutton makes them pay in the show. Now, Dutton hates taxes generally, but he loves taxing people who don't live in Montana and whose parents weren't born here.

10:53Well, besties, which, welcome back if you had your earmuffs on, New York and New Jersey are now stealing this fictional Montana playbook in two separate but related stories just last week. New York City announced a pied -à-terre tax. And Nick, for those of us who didn't minor in French real estate... Aoui, Jack, aoui. Pied -à-terre is piece of land. It's actually French for crash pad, Jack. As in, I live in Florida, but I have a piece of land in Manhattan. Very possible, Jack. So this pied-a-terre tax is higher taxes on the rich that Mayor Zoran Mondani campaigned on. But yet here's what's got this crash pad tax the support of New York's more centrist governor.

11:30It's only on second homeowners who don't have New York as their primary residence. And it's only on second homes with a value of$5 million or more. And guess how many people have pied-a-terre in New York worth$5 million or more? Not on the plural, Jack. It's$13 ,000. That is more than all the homes in Key West. And we're just talking about second homes worth$5 million or more. Now, this is a 0.5 % to 4 % extra property tax that would need to be passed by the New York legislature to happen. We know what you're thinking. Will this cause the mega-rich to leave for Florida? Well, the argument here is that they've already taken their talents to South Beach.

12:06In fact, Zoran announced this proposal in front of a$238 million New York City pied -à-terre. Which happens to be owned by the hedge funder and recent Florida resident, Ken Griffin. The goal is to raise$500 million a year in new tax revenue for the city of New York and to discourage empty apartments, bring them back to the market where someone's actually going to live there. Although if bankers who migrated to Miami then sell those condos, this pied -à-terre tax revenue would drop over time. So that's one out-of-towner tax. The second tax on out-of-towners in the New York area also announced last week, but this one's for the World Cup.

12:43It's for the World Cup because MetLife Stadium is hosting eight World Cup matches this summer, including the July 19th final. Either drop half your paycheck on a taxi cab or take New Jersey Transit, trains, or buses. But here's the problem, Yetis. New Jersey Transit just confirmed they're charging$150 for that round-trip train just to get to the soccer game. That is more than 10 times the normal fare that New Jersey Transit charges. We repeat, Penn Station to MetLife Stadium, that's a nine-mile trip that is normally$12.90. for you to complete. Now it's$150. And the only other option is the bus, which has been jacked up to$80.

13:19And the only people who take the bus is your grandmother. We got a call red card here, Jack. What's going on? I mean, it's brutal news for people who spent way more than they were hoping to for tickets to the World Cup. Yeah, you already splurged that half a paycheck just to go to the World Cup. And now you got to spend$150 round trip to get there. So New Yorkers are mad. New Jersey voters will decide. And I can hear them celebrating over in Hoboken right now, Jack. New Jersey's governor says that the FIFA World Cup carries enormous amounts of transit costs and security, and she doesn't want New Jersey paying for it.

13:50But for New York with the pied-a-terre tax and New Jersey with this World Cup train tax, the two moves are easy political wins because constituents don't pay for them. The Saudi prince buying the$10 million midtown Manhattan condo, he can't vote against this new pied-a-terre tax. And Jack, the French guy or the New York soccer fan who's taking New Jersey transit to the soccer game for 150 bones, they can't vote on this either. No, they can't. So Jack, what's the takeaway for our buddies who are everyone looking at these new out-of-towner taxes? The race to the bottom has become the race to the top.

14:21Yetis, Yellowstone tax, it sounds American, but the trend actually started abroad. Because the affordability crisis is very global, other countries have begun taxing out-of-towners years ago. That's right. Paris already has a second home tax and Vancouver has an empty home tax. Both of those policies either raised revenue for the city or reduced the number of empty units, which were the two goals of the policy. If you go to Rome this summer, you're going to have to pay a tax just to see the Trevi Fountain. That's another new thing. You'll pay the tax if you're an out-of-towner. But here's what Jack and I find fascinating.

14:53In America, states have been dropping taxes for two decades now to attract business investment. But the cost of living crisis, especially in progressive elite cities like New York could flip that race to the bottom tax policy. What we're talking about is a race to the top, literally, like raising taxes, but only doing it on wealthy out-of-towners. Specifically targeting penthouses. So literally racing to the top with new taxes. Unprecedented. Besties, the Yellowstone tax represents a flip in American local tax policy. From a race to the bottom to attract outsiders. To a race to the top to tax them.

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17:15for our third and final story gatorade is getting a makeover because gatorade invented electrolytes, but Liquid IV found the customer. So is Gatorade going through a midlife identity crisis or a well-needed glow up? By the time we're telling you, you'll be peeing clear. Yetis. To research this story, Jack actually did something brilliant. He was like, Nick, you got to check this out. Why don't you tell me what you did? So I scrolled down Gatorade's Instagram page and I noticed something awkward. What was that? To find a post that acknowledges the OG Gatorade that you grew up drinking after sports, you have to go back 10 weeks to see Gatorade.

17:51We repeat every single post from Gatorade over the last 10 weeks. What was it, Jack? It features a newer drink called Gatorade Lower Sugar. I mean, it's like they changed their name. You barely see Gatorade anywhere on social media. You only see in big font 75 % lower sugar. And that's why we called it Lower Sugar. Gatorade.com, same story. They don't show a single bottle of Gatorade on the homepage. What's going on with Gatorade, Jack? It's like a self-hating drink. Self-loathing. They show pouches of powder, they show Gatorade electrolyte tablets, and they show bottles for the water that you mix those electrolytes into.

18:29And they also show a pouch of Gatorade zero powder, which is 100 % less sugar. Gatorade. I mean, instead of saying who they are, they're just saying who they're not. Gatorade is in denial. They're not as sugary as they used to be. That's their main marketing message right now. So what is going on here, yetis? Well, it appears Gatorade, now 60 years old, is in the middle of a midlife identity crisis. Makes sense, because sports drink, their product, it's actually incorrectly named these days. That's right. According to the Associated Press, 60 % of people who buy sports drinks aren't actually athletes, right Jack?

18:59They just want the functional ingredients inside the sports drink. And increasingly, they are getting those functional ingredients in the form of powders or tablets. Sales of electrolyte mixes like Liquid IV, Elements, and Gatorade powders are up 20 % year over year. Now Jack and I dove in T-boy style, and Gatorade hasn't said what sales of Gatorade's OG sports drink are actually like these days. But given they've been erased from Instagram and Gatorade.com. And they weren't mentioned in Pepsi's earnings, which just came out last week. And PepsiCo is not saying what Gatorade's earnings are. We assume they're negative.

19:30We would assume they're falling. So here's the problem, Yetis. Gatorade is losing tummy share. Gatorade's marketing has always said to replace your sweat with Gatorade. Remember the pictures of Michael Jordan with like orange Gatorade coming out of his pores? He was schvitzing out of every pore, Jack. So you're supposed to drink Gatorade during or after a workout. But 150 different hydration startups these days are saying that you need to be hydrating all day, every day. So hydration is actually a better business model than sports drinks. Oh, it's like jacked in comparison. And why is that, man?

20:01Electrolyte pouches, they're to be used daily. Sports drinks are just when you work out and sweat, which is like, I don't know, max three or four times a week. All right, Jack, I'm seeing the irony now in this situation. Gatorade actually invented electrolyte powders, Nick. They did. But marketed them only to athletes and mostly in the form of bottled sports drinks. And yet Liquid IV just sold the powder as a monthly subscription and is now marketing it to everyone. Liquid IV also changed the occasion. True. From once a day during your workout to morning to travel to your hangover cure. Now, besties, Gatorade has launched Gator Light longer lasting to catch up to those all-day hydrators competition.

20:41But Gator Light doesn't have the same bite. So, Jack, what's the takeaway for our buddies over at Gatorade? Be like Mike. Michael Jordan or Michael Scott? Yeties, let's go back to 1991. Gatorade asked the most important branding question in beverage history. Who do you want to be? Their answer was Michael Jordan. Mike. I want to be like Mike. Gatorade sold a feeling, not a sports drink. And for the next 20 years, aspiring athletes replenished themselves post-sweat with Gatorade. That's the brand. Drink Gatorade, be like Mike. Aspiration drove customer acquisition. That's what we did with college football and lacrosse.

21:20This is what we drank. Without Gatorade's brand, Gatorade is a$2 bottle whose top two ingredients, this is a fact, are water and sugar. Well, now Gatorade's asking, who do we want to be? And their answer, it seems to be the tired dude on a long flight to Phoenix who's a little bit dehydrated. A little less aspirational, isn't it? Yeah, in 1991, you drank Gatorade to jump higher. In 2026, you drink it to survive a bachelor party bender. Gatorade's subtle pivot from performance to hydration, it risks eroding its association with excellence. Now, this is probably the right call for the market, but it is also a big risk to the brand.

21:56Because as Michael Scott once famously quoted Wayne Gretzky, You pass the ball to where the puck's going.

22:05Jack, could you whip up the takeaways for us to kick off the week? Gwyneth Paltrow's Ghost Kitchen is the top performing business at Goop, and it opens today in New York City. It's a new category of accessible luxury. We call it catering casual. For our second story, New York City's Pieta Terre tax and New Jersey Transit's World Cup tax are both taxing outsiders like Yellowstone. Besties, we've gone from a race to the bottom on taxes to a race to the top. And our third and final story was Gatorade. It's repositioning its brand from athletics to hydration. I think you meant Gatorade, Jack. It is a risky move, though, because you want to be like Mike, but you could become like Michael Scott.

22:43But besties, this pod's not over yet. Here's what else you need to know today. First, Uber is so excited about robo-taxis, they're buying some. Ten billion dollars of them. According to the Financial Times, Uber has put aside$10 billion, which is more than the value of one Lyft. True, they could buy Lyft with that money, but it's all to buy massive fleets of robo-taxis. Now, this is huge to us because it's the opposite of Uber's business model, which has always been about being a gig platform connecting others. In the era of autonomy, they're becoming an asset-heavy company, the opposite of a gig platform.

23:16And second, an anthropic executive suddenly announced he's leaving the board of Figma, the design software company. What's going on, Jack? Figma's stock fell because we know what that means. Interesting. Anthropic, the AI giant, must be launching their own design software that competes with Figma. Now, Yetis, this was fascinating to Jack and I because Steve Jobs did the same thing back in 2009. He announced why Google's CEO was resigning from the board of Apple. Steve didn't mince words. He said it's because Google was about to launch Android and compete head-on with Apple. And finally, Gucci is a wild new plan to save the struggling fashion label.

23:51And here it is, smart glasses. First, Gucci had its 11th straight quarter of falling sales. So Gucci is partnering with Google to make smart glasses for your fat shop. This is going to be a direct competition between Meta and Luxottica on the one side and Gucci and Google on the other. Now time for the best fact yet. This one sent in by Federico Lee from lovely Los Angeles. Today's April 20th, it's 420. That number's association with marijuana was popularized by the Grateful Dead. But it was five high school kids in San Rafael, California, just outside San Francisco, who actually coined the term.

24:24They called themselves the Waldos because these five boys would meet at 420 every afternoon near an outdoor wall at San Rafael High School. Now here's the surprising part. One of those Waldos dads was actually the real estate agent for a member of the Grateful Dead. And when the band learned about this 420 thing, They scaled it in a way that the Waldos couldn't. Yetis, you are looking fantastic today. Jack, you are glowing. A happy spring break to all those who celebrate. Nick, I have poop bags for the dog and for a couple of boys, to be honest. Yetis, drop us a five-star review and some comments.

24:57Jack would love to read them while he's swaddling like a dozen children and handing out M &Ms to everyone on the plane around him. Make it out. We'll see you tomorrow. Can't wait.

25:12And before we go, a happy birthday to legendary Yeti Blake Sinyard over in France living with their lovely cats. Happy birthday to Rachel Silvan in Silver Springs, Maryland, who got the whole family listening. Three generations of besties and Yetis. And a hill of Baclani over in Chicago doing logistics for the birthday. Happy birthday to Sachin Prince in Chicago. Oh, and Claire D on the Upper West Side, we see your birthday. Enjoy that birthday. Happy 38 to Zach Cook in San Carlos, California. Oh, and Jack, Brian Gill has a new job as corporate controller of Hudsonville Ice Cream. Just got us a bunch of new Yetis, and this guy deserves extra hot fudge on that side.

25:48Happy three-year anniversary to Jennifer and Chase Houston in Philadelphia. And Julie and John Rich, happy 10-year anniversary. Both in the Navy, thanks for your service, and they both know the guac is extra. And a big shout-out to Josie and JP, just having a blast running a restaurant over in Hawaii. And Will Martin, who sent us a pic of that giant Louis Vuitton suitcase building store in Paris. Thanks for thinking of us on vacation. And finally, Nick, who did you meet? Tracy Yu, Yeti in San Francisco. Legendary, been with us for years. Thank you, Tracy. So fun to hang out. And to anyone else celebrating something today, make it a T-boy.

26:19Celebrate the wins.

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