Just Salad wins investment from Knicks MVP Jalen Brunson
NBA MVP Jalen Brunson becomes equity partner in fast-casual salad chain Just Salad.
auto_awesome
Just Salad has gained a new equity partner in NBA Finals MVP Jalen Brunson, marking his first investment in the restaurant sector. This partnership aims to enhance the brand’s presence and operations, and Just Salad is set to accelerate its unit growth after a strong sales performance in 2025.
Why It Matters
Brunson's involvement may boost consumer interest and traffic, which could influence unit economics for franchisees. As Just Salad expands, this may compress available territories in key markets.
Just Salad, a fast-casual salad chain, has secured a significant investment from NBA Finals MVP Jalen Brunson, marking his first foray into restaurant equity. Brunson, a native of New York and point guard for the New York Knicks, expressed his intent to partner with a brand that aligns with his values and impacts local communities. He stated, “When I started thinking about owning equity in a restaurant brand, I knew I wanted it to be more than just putting my name on something. I wanted to partner with a company whose values matched mine and that was making a real impact in the communities it serves. Just Salad checked every box.”
Brunson's involvement will extend beyond basic endorsement; he will collaborate closely with Just Salad’s leadership and culinary teams, visiting restaurants while infusing his competitive mindset into operations. This partnership comes at a crucial time when Just Salad has experienced growth, with domestic sales reaching $220 million in 2025, up nearly 22% from the previous year. Notably, traffic increased more than 16% in early 2026, positioning the brand favorably compared to competitors like Sweetgreen, which faced a 13% decline in same-store sales.
The chain, which operates 125 locations mainly in New York, New Jersey, and Connecticut, emphasizes sustainability, offering a range of salads, wraps, and bowls. It is a Certified B Corp and has initiatives encouraging customers to bring reusable bowls. Just Salad plans to expand its footprint further by opening 30 new restaurant locations this year, including the introduction of drive-thru units.
CEO Nick Kenner remarked on Brunson’s fitting attribute to the brand, highlighting that he embodies “discipline, authenticity, and a relentless commitment to doing things the right way.” As Just Salad continues to grow and innovate within the fast-casual sector, how effectively Brunson's involvement translates into operational enhancements may influence future franchise opportunities and market expansion.
More in Food & Beverage
Bonchon agrees to acquisition by two entities
Bonchon to be acquired by Minor Food and Serruya Private Equity to fuel growth in Americas.
Jack in the Box, Red Robin and Bonchon
Bonchon to be acquired as Jack in the Box struggles with sales performance amidst changing consumer trends.
How Chili’s Plans to Remain ‘America’s Hottest Restaurant Brand’
Chili's demonstrates sustained growth with strong sales performance amid challenging conditions.