Innovation

Just Salad’s solution to the packaging waste problem of to-go dining is to incentivize the use of their branded reusable bowl from your very first visit. Upon entering the store, bowls are prominently and strategically placed at the line entry point, and signs along the way encourage you to “Reuse-A-Bowl” to receive rewards such as two free toppings or a free cheese or protein (you can even get free avocado!).

This simple idea, which reduces packaging waste, increases customer loyalty, and reinforces the Just Salad brand is the first of its kind to be successful in the NYC area. When asked about any challenges faced when bringing this innovation to market, Rosalin Anderson, Chief Branding Officer of Just Salad said “We didn’t have many challenges bringing this product to market...As for health and safety, the customer’s reusable bowl actually never touches our dressing stations directly. We keep the bowl on a special designated plate to ensure we are complaint with food-handling and safety procedures.”

As an establishment that prides itself on sustainability, affordability, and speed, the 75,000 reusable bowls in circulation show Just Salad’s commitment to reducing the environmental impact of its operations as well as progress on the following SDG #12 targets: “substantially reduce waste generation through prevention, reduction, recycling and reuse” and “ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature” by 2030. With 30 stores worldwide, Just Salad hopes it can be an inspiration to others.

Inspiration

As Anderson puts it, “The bowl innovation was created by our CEO, Nick Kenner. He created this program when he started to realize how much plastic was being wasted in the food industry and wanted to do something to offset this waste. We realized offering an incentive like free toppings would be a win for the environment and for the consumer. The reusable bowl program started on day one.”

We’ve also learned that Nick Kenner’s father, Peter Kenner, created an annual artist in residence program for artists focused on sustainability and the environment at Bard College. Perhaps Kenner was inspired by his father!

Overall impact

Just Salad’s mission is to make fresh and healthy meals affordable. The reusable bowl ties into this mission by minimizing waste which would otherwise impact someone else’s experience and surroundings (ex: ocean plastic and landfill space). When asked to quantify the impact of the innovation on business, society, and the environment, Anderson described avoidance of material to landfill (SDG Goal #12), nudging consumer behavior, increasing customer loyalty, and directing profits of reusable bowl sales to the Food Bank to serve food insecure populations (SDG Goal #2), donating $5,000 to their "Go Orange to End Hunger" campaign.

“We’ve saved over hundreds of thousands of pounds of plastic from hitting landfills in New York, New Jersey, Chicago, Philadelphia and more. As far as the impact on a larger level, it’s important to not just do good for your business but to be the type of business that people would like to see in the future. We hope we can be an inspiration to others.”

All 35 locations, globally, offer the BPA-free bowl. Anderson estimates that 75,000 remain in circulation to date, with every meal served in the bowls being tracked by a button on the point of sales system. This initiative has macro-level impacts on waste reduction and food security. Additionally, it has a ripple effect with its employees and customers who appreciate an easy way to reduce their environmental impacts, perhaps even extend the concept of reuse into other aspects of their lives. For example, many employees use the bowl themselves!

Business benefit

Standing out as a lunch or quick-healthy food spot in major cities can be difficult, so having an iconic differentiator can be invaluable. For Just Salad, introducing the reusable bowl into its brand and service model has been a key differentiator amongst its competitors. “People know it’s Just Salad when they see our reusable bowl on the busy streets of Manhattan and elsewhere,” explains Rosalin. The bowls have a unique shape and bright colors, making them hard to miss. There is simply nothing else like this type of service model attached to an identifiable product from Just Salad’s competitors. The success of the standout bowl has inspired Just Salad to continue to take risks and be bold, like offering a new line of toasts and developing a VIP bowl program.

The unique bowl has also worked as a conversation starter between employees and customers, too. What’s more, by making the reusable-bowl service model so synonymous with Just Salad as a brand, the bowl has helped attract employees interested in health and sustainability, which is great considering customers want to talk about it with employees.

The innovation hasn’t just opened up conversations between employees and customers, but between Just Salad and other brands. "We regularly receive request from companies that want to buy our reusable bowls in bulk for their employees...", shares Rosalin. The bowl has presented itself as a avenue for strong partnership opportunities, as well as a fundraising vehicle.

Social and environmental benefit

Plastic pollution is a global epidemic, impacting marine life, drinking water, and beyond. While consumers can take steps to reduce plastic use, businesses need to realize their responsibility to offer alternatives to things like single-use plastic. Just Salad’s innovation is a leading example of how food and beverage businesses can help the environment by creating a model that not only helps customers reduce their plastic use, but rewards them for doing so. The idea isn't just beneficial, it's scalable because it can be reproduced at every location, making the potential for impact strong.

On an annual basis, customers eating with Just Salad’s reusable bowls help to save 75,000 pounds of plastic. The amount of plastic Just Salad’s bowls save every year, is the equivalent of preventing over 225,000 disposable plastic salad bowls from being used annually.

Furthermore, the reusable bowl helps increase awareness of both the issue of one-time use plastic, and the idea of reusables in everyday life. By offering a product that is both functional and fun (colorful), people are able to expand their notions of living more sustainably. “We hope we can be an inspiration to others,” says Rosalin.

Finally, the customer benefits tied to the reusable bowl, like getting extra free toppings and a free protein, relate directly to Just Salad’s business goals of making healthy options more accessible, which has its own inherent societal benefits. “We are truly committed to our mission and proud of what we’ve been able to do with it,” explains Rosalin.

Image Rights Note: We have reprint permission for the images attached and the rights owners would like to be credited as "YummyFood_TastyArt" for the Hero Image photo and "Sustainable Philly" for the Story Image. Thank you.

Interview

Rosalin Anderson, Chief Branding Officer