Just Salad Bets on Gamified 'Mystery Bowls' as Rivals Shift to Points-Based Loyalty

This analysis is based on reporting originally published by Restaurant Dive.

As major restaurant chains increasingly standardize around points-based loyalty programs, fast-casual brand Just Salad is taking a different path. The company announced the launch of its revamped "JS Rewards" system, which centers on providing an immediate, gamified reward with every qualified order over $12—a so-called "Mystery Bowl."

This approach directly contrasts with the complex tier structures and delayed gratification common in programs like those tested by Panera or adopted by Jimmy John's, which switched from a surprise-and-delight model to points last September. Just Salad's press release took a clear jab at these rivals, emphasizing its design for "instant gratification" over "complex tiering."

The mechanics are simple but urgent: upon purchase, members receive a digital Mystery Bowl they must open within 24 hours. The reward inside—which could range from a free drink to a discount on a future meal—must then be redeemed within 30 days. This creates a ticking clock that encourages quick re-engagement. Traditional "stamp" rewards for collecting salad bowls or market plates remain valid for a year.

"Our data shows that frequency is driven by immediate, tangible value," said Nick Kenner, CEO and founder of Just Salad. "The mystery element adds a layer of fun, but the core promise is zero friction and real value, right away."

The gamble on instant, randomized rewards comes as the brand seeks momentum following a busy period. After raising $200 million in early 2025 to fuel expansion, Just Salad has added roughly 10 units, opened its first drive-thru, and extended its menu to include dinner plates. While competitors like Sweetgreen and Salad & Go navigate sales pressures and store optimization, Just Salad's unconventional loyalty play could help it capture market share in the competitive fast-casual segment.

The program will be promoted with daily member rewards from February 9th through the 13th.

What People Are Saying

Michael Torres, Restaurant Consultant, Chicago: "It's a bold counter-trend move. Gamification can boost order frequency significantly, especially among younger demographics. The time-limited redemption is a smart hook to drive repeat visits within a tight window."

Sarah Chen, Marketing Strategist, NYU Stern: "This feels nostalgic, like a digital version of a happy meal toy. In an era of hyper-personalization, betting on randomness is risky. It might work for novelty, but long-term loyalty is built on recognizing individual customer preferences, not luck."

David R. Miller, Food Industry Blogger: "Another gimmick to distract from portion sizes and prices. 'Instant gratification'? It's a digital scratch-off ticket that locks you into coming back within a month. Just give me a straightforward discount instead of this psychological manipulation wrapped in a 'reward.'"

Priya Kapoor, Loyalty Program Analyst, Forrester: "The critical test will be perceived value. If the 'mystery' consistently yields low-value coupons, the delight turns to disappointment. Just Salad must carefully balance the reward pool to maintain excitement without eroding trust."