Just Salad introduced Build Your Own Market Plates Wednesday, continuing to move away from the perception that the concept is “just salad.” The plates play up protein and position the fast casual as more of a dinner destination.
The build-your-own format allows guests to select a base, pick a protein, choose a side, add a garnish and finish with one of 27 sauces and dressings.
“We’ve received overwhelmingly positive feedback since first introducing our chef-designed Market Plates to our guests one year ago,” said Jen Lally, CMO of New York City-based Just Salad. “What we heard from guests was that they loved the format—and they wanted even more flexibility within it.”
Currently about 50% of Just Salad guests order non-salad items; wraps and warm bowls have been on the menu for a while now. But the Build-Your-Own Market Plates expand how people can meet their health goals, whether they’re into something plant-forward, doubling up on protein or looking for a heartier dinner option, Lally added.
Although the eight base options include several types of salad greens, there’s also protein-rich black lentils and basmati rice. Among the six protein choices, four are chicken variations—braised, crispy, harissa and plant-based; a jammy egg and organic sesame tofu round out the selection. Protein is currently on top of consumers’ must-have lists.
Sides are similar to vegetables you’d find on a nice dinner menu, such as roasted mushrooms, roasted cauliflower, roasted sweet potatoes and pickled red cabbage, with a hot honey goat cheese a non-veggie option. Garnishes like pumpkin seeds, toasted almonds and crispy onions add textural contrast, while parsley and cilantro impart fresh notes.
“Our Build Your Own Market Plates reflect how people actually eat today—blending convenience, protein-forward choices and plant-centric ingredients into one balanced plate in whichever way that shows up for each guest,” said Lally. “One of Just Salad’s tenets is the belief that health, at the end of the day, should be easy.”
While Just Salad introduced plates to the menu a year ago, fast casual Sweetgreen made the move in October, 2023 to attract the dinner crowd and shed its salad image. At that time, the chain launched three entrees: Miso Glazed Salmon on basmati rice with cucumber, avocado, pickled onions and crispy onions; Southwest Fajita Plate with chicken thighs as the protein; and Hot Honey Chicken Plate with quinoa, sweet potatoes and veggie slaw.
Since then, Sweetgreen has added more plates, including the recent Nutrient Power Plate developed in collaboration with Dr. Mark Hyman of Function Health. Launched in January, the protein-rich item is composed of blackened chicken, roasted sweet potatoes, broccoli, chickpeas, pickled onions, almonds, wild rice and quinoa.
Just Salad is keeping pace. “Looking ahead, you’ll continue to see us rotate seasonal proteins, introduce globally inspired flavors and expand our chef-driven innovation while keeping sustainability at the center of everything we do,” said Lally.
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