Gamifying GOMEX for healthier habits and repeat visits
Explored how GYG could enhance their GOMEX platform to entice more repeat visits, powered by social media trends and the rise of healthy eating in its core demographic.
Role
Product Designer
Team
Product Designer (Me)
Tools
Figma
Photoshop
Google AI Studio
Skills
Product Design
UX research
Concept design
AI Usage
This is an independent design concept for portfolio purposes. It is not affiliated with, endorsed by or commissioned by Guzman y Gomez (GYG).
Gamifying GOMEX for healthier habits and repeat visits
Explored how GYG could enhance their GOMEX platform to entice more repeat visits, powered by social media trends and the rise of healthy eating in its core demographic.
Role
Product Designer
Team
Product Designer (Me)
Tools
Figma
Photoshop
Google AI Studio
Skills
Product Design
UX research
Concept design
AI Usage
This is an independent design concept for portfolio purposes. It is not affiliated with, endorsed by or commissioned by Guzman y Gomez (GYG).
Gamifying GOMEX for healthier habits and repeat visits
Explored how GYG could enhance their GOMEX platform to entice more repeat visits, powered by social media trends and the rise of healthy eating in its core demographic.
Role
Product Designer
Team
Product Designer (Me)
Tools
Figma
Photoshop
Google AI Studio
Skills
Product Design
UX research
Concept design
AI Usage
This is an independent design concept for portfolio purposes. It is not affiliated with, endorsed by or commissioned by Guzman y Gomez (GYG).
OVERVIEW & OPPOTUNITY
GYG can turn the rise of healthy eating content into stronger loyalty
I believe GYG finds itself in a unique position in the Australian fast food market to expand its rewards program into something more enticing. GOMEX is GYG's loyalty platform that offers customers $10 off their next order once they have spent $150 to get 10 GYG dollars.
While this is standard among rewards programs, GYG can leverage its popularity with 18-30 year olds (its core demographic), and its own slogan "Clean is the new healthy" — a slogan it already backs up through its sports sponsorships, literally showing up at sporting events with food. GYG shares the same demographic that is driving the massive rise in healthy eating content like low calorie/high protein & 'What I eat in a day' trends. It is the same demographic that likes sharing their Strava runs or language learning streaks (Duolingo), and loves stat recaps like Spotify Wrapped.
GYG has the opportunity to turn GOMEX into a rewards program that gets increased usage driven by the social media trends, and the increase of healthy eating and healthy food content. So how does GYG enhance their GOMEX to make it not just beneficial for them but for their customers?
OVERVIEW & OPPOTUNITY
GYG can turn the rise of healthy eating content into stronger loyalty
I believe GYG finds itself in a unique position in the Australian fast food market to expand its rewards program into something more enticing. GOMEX is GYG's loyalty platform that offers customers $10 off their next order once they have spent $150 to get 10 GYG dollars.
While this is standard among rewards programs, GYG can leverage its popularity with 18-30 year olds (its core demographic), and its own slogan "Clean is the new healthy" — a slogan it already backs up through its sports sponsorships, literally showing up at sporting events with food. GYG shares the same demographic that is driving the massive rise in healthy eating content like low calorie/high protein & 'What I eat in a day' trends. It is the same demographic that likes sharing their Strava runs or language learning streaks (Duolingo), and loves stat recaps like Spotify Wrapped.
GYG has the opportunity to turn GOMEX into a rewards program that gets increased usage driven by the social media trends, and the increase of healthy eating and healthy food content. So how does GYG enhance their GOMEX to make it not just beneficial for them but for their customers?
OVERVIEW & OPPOTUNITY
GYG can turn the rise of healthy eating content into stronger loyalty
I believe GYG finds itself in a unique position in the Australian fast food market to expand its rewards program into something more enticing. GOMEX is GYG's loyalty platform that offers customers $10 off their next order once they have spent $150 to get 10 GYG dollars.
While this is standard among rewards programs, GYG can leverage its popularity with 18-30 year olds (its core demographic), and its own slogan "Clean is the new healthy" — a slogan it already backs up through its sports sponsorships, literally showing up at sporting events with food. GYG shares the same demographic that is driving the massive rise in healthy eating content like low calorie/high protein & 'What I eat in a day' trends. It is the same demographic that likes sharing their Strava runs or language learning streaks (Duolingo), and loves stat recaps like Spotify Wrapped.
GYG has the opportunity to turn GOMEX into a rewards program that gets increased usage driven by the social media trends, and the increase of healthy eating and healthy food content. So how does GYG enhance their GOMEX to make it not just beneficial for them but for their customers?
SOLUTION PREVIEW
A more rewarding GOMEX experience built around streaks, stats and achievements
An uplifted GOMEX reward platform that features ordering streaks, statistics, and trophies/badges.
Achievements & stats experience
New title in the GOMEX summary card
Badges
Streaks
SOLUTION PREVIEW
A more rewarding GOMEX experience built around streaks, stats and achievements
An uplifted GOMEX reward platform that features ordering streaks, statistics, and trophies/badges.
Achievements & stats experience
New title in the GOMEX summary card
Badges
Streaks
SOLUTION PREVIEW
A more rewarding GOMEX experience built around streaks, stats and achievements
An uplifted GOMEX reward platform that features ordering streaks, statistics, and trophies/badges.
Achievements & stats experience
New title in the GOMEX summary card
Badges
Streaks
UNDERSTANDING THE REWARDS MARKET
Everyone does points. One brand rewards a 5K run
When we have a look at where GYG's reward program fits in the market - it's quite common to give discounts based on a point system. One rewards program that stood out was Fishbowl's, which gives $5 off if you run 5K on Strava and also run community challeneges.
UNDERSTANDING THE REWARDS MARKET
Everyone does points. One brand rewards a 5K run
When we have a look at where GYG's reward program fits in the market - it's quite common to give discounts based on a point system. One rewards program that stood out was Fishbowl's, which gives $5 off if you run 5K on Strava and also run community challeneges.
UNDERSTANDING THE REWARDS MARKET
Everyone does points. One brand rewards a 5K run
When we have a look at where GYG's reward program fits in the market - it's quite common to give discounts based on a point system. One rewards program that stood out was Fishbowl's, which gives $5 off if you run 5K on Strava and also run community challeneges.
UNDERSTANDING GYG MARKET POSITION
GYG's customers are the same people making the content
Looking at the data we can see why GYG is so uniquely positioned for this.
60.7% make up the main demographic that is driving the same social media content and healthy eating.
When we look at the app, users spend 17% more time on the app than in-store and it has 1.7 million downloads.
The franchise is also expanding like crazy with a growth of 18-20% YoY and opening 30-40 stores a year.
UNDERSTANDING GYG MARKET POSITION
GYG's customers are the same people making the content
Looking at the data we can see why GYG is so uniquely positioned for this.
60.7% make up the main demographic that is driving the same social media content and healthy eating.
When we look at the app, users spend 17% more time on the app than in-store and it has 1.7 million downloads.
The franchise is also expanding like crazy with a growth of 18-20% YoY and opening 30-40 stores a year.
UNDERSTANDING GYG MARKET POSITION
GYG's customers are the same people making the content
Looking at the data we can see why GYG is so uniquely positioned for this.
60.7% make up the main demographic that is driving the same social media content and healthy eating.
When we look at the app, users spend 17% more time on the app than in-store and it has 1.7 million downloads.
The franchise is also expanding like crazy with a growth of 18-20% YoY and opening 30-40 stores a year.
SOCIAL MEDIA
Health food content is up 64%, and GYG is already the food in it
According to TikTok, the health-and-wellness food category has grown +64% year-on-year, with gut-health content up +93%, and this sits alongside a wider protein boom, where 71% of consumers are now actively seeking more protein. With GYG's core value of being clean, and its partnerships with athletes as the post-workout fast food of choice, GYG can use this cultural shift as a driver of repeat visits — as evidenced by the social content below, which has amassed over 1.5m views.
GYG not only already has a big impact from content creators in the healthy gym-fitness scene but because of how clean it is, its competitors get the opposite: memes spawning about how they impact people's stomachs after eating.
In comparison here's how people feel after eating GYG:
“one of the few fast foods he can eat often without feeling sluggish, and as a keen gym-goer, he loves that they have 'amazing macros and calories,'"
Quote from the news.com.au about Tyler Carroll, who ate GYG every day for a year
SOCIAL MEDIA
Health food content is up 64%, and GYG is already the food in it
According to TikTok, the health-and-wellness food category has grown +64% year-on-year, with gut-health content up +93%, and this sits alongside a wider protein boom, where 71% of consumers are now actively seeking more protein. With GYG's core value of being clean, and its partnerships with athletes as the post-workout fast food of choice, GYG can use this cultural shift as a driver of repeat visits — as evidenced by the social content below, which has amassed over 1.5m views.
GYG not only already has a big impact from content creators in the healthy gym-fitness scene but because of how clean it is, its competitors get the opposite: memes spawning about how they impact people's stomachs after eating.
In comparison here's how people feel after eating GYG:
“one of the few fast foods he can eat often without feeling sluggish, and as a keen gym-goer, he loves that they have 'amazing macros and calories,'"
Quote from the news.com.au about Tyler Carroll, who ate GYG every day for a year
SOCIAL MEDIA
Health food content is up 64%, and GYG is already the food in it
According to TikTok, the health-and-wellness food category has grown +64% year-on-year, with gut-health content up +93%, and this sits alongside a wider protein boom, where 71% of consumers are now actively seeking more protein. With GYG's core value of being clean, and its partnerships with athletes as the post-workout fast food of choice, GYG can use this cultural shift as a driver of repeat visits — as evidenced by the social content below, which has amassed over 1.5m views.
GYG not only already has a big impact from content creators in the healthy gym-fitness scene but because of how clean it is, its competitors get the opposite: memes spawning about how they impact people's stomachs after eating.
In comparison here's how people feel after eating GYG:
“one of the few fast foods he can eat often without feeling sluggish, and as a keen gym-goer, he loves that they have 'amazing macros and calories,'"
Quote from the news.com.au about Tyler Carroll, who ate GYG every day for a year
INSPIRATION FOR STREAKS, STATS & TROPHIES
The behaviour already exists, but there is opportunity to amplify it.
Through its core of being a healthy fast food GYG has already set itself up as a place that people visit more than 1-2 times a week. So why add streaks, trophies & stats?
Streaks have been proven to be a powerful retention mechanic that turns occasional users into regulars. Duolingo reported that they saw a 4.5x increase in daily users when they introduced streaks, and by adding a streak wager feature, they saw an uplift of 14% on 7-day retention. Chipotle turned restaurant visits into a 7-visit streak. In its first summer, the program generated 6.4M activations and $12M+ in estimated incremental sales. It returned the following year with even more streaks, badges, leaderboards and shareable stats.
People love seeing statistics about the things they consume and how they use them. Spotify Wrapped generated more than 500M shares in 2025, up 41% YoY. GYG has already seen this behaviour organically: Tyler shared his annual spend and revealed he had ordered GYG 395 times that year. The video reached ~660K views and generated media coverage. Chipotle’s Summer of Extras similarly generated 37.8M earned social impressions as customers shared streaks, rankings and stats.
Achievements and badges can reinforce retention and spend through the psychology of progression. The goal-gradient effect shows that customers become more motivated as they approach a reward, before re-accelerating towards the next. MONOPOLY GO! applies a similar loop through Sticker Albums — complete a set, earn a reward, then start the next. Independent design analysis identifies Albums as its only long-term engagement feature, while Scopely’s co-CEO reported 3+ daily logins and the best retention metrics he had seen in a free-to-play mobile title.
INSPIRATION FOR STREAKS, STATS & TROPHIES
The behaviour already exists, but there is opportunity to amplify it.
Through its core of being a healthy fast food GYG has already set itself up as a place that people visit more than 1-2 times a week. So why add streaks, trophies & stats?
Streaks have been proven to be a powerful retention mechanic that turns occasional users into regulars. Duolingo reported that they saw a 4.5x increase in daily users when they introduced streaks, and by adding a streak wager feature, they saw an uplift of 14% on 7-day retention. Chipotle turned restaurant visits into a 7-visit streak. In its first summer, the program generated 6.4M activations and $12M+ in estimated incremental sales. It returned the following year with even more streaks, badges, leaderboards and shareable stats.
People love seeing statistics about the things they consume and how they use them. Spotify Wrapped generated more than 500M shares in 2025, up 41% YoY. GYG has already seen this behaviour organically: Tyler shared his annual spend and revealed he had ordered GYG 395 times that year. The video reached ~660K views and generated media coverage. Chipotle’s Summer of Extras similarly generated 37.8M earned social impressions as customers shared streaks, rankings and stats.
Achievements and badges can reinforce retention and spend through the psychology of progression. The goal-gradient effect shows that customers become more motivated as they approach a reward, before re-accelerating towards the next. MONOPOLY GO! applies a similar loop through Sticker Albums — complete a set, earn a reward, then start the next. Independent design analysis identifies Albums as its only long-term engagement feature, while Scopely’s co-CEO reported 3+ daily logins and the best retention metrics he had seen in a free-to-play mobile title.
INSPIRATION FOR STREAKS, STATS & TROPHIES
The behaviour already exists, but there is opportunity to amplify it.
Through its core of being a healthy fast food GYG has already set itself up as a place that people visit more than 1-2 times a week. So why add streaks, trophies & stats?
Streaks have been proven to be a powerful retention mechanic that turns occasional users into regulars. Duolingo reported that they saw a 4.5x increase in daily users when they introduced streaks, and by adding a streak wager feature, they saw an uplift of 14% on 7-day retention. Chipotle turned restaurant visits into a 7-visit streak. In its first summer, the program generated 6.4M activations and $12M+ in estimated incremental sales. It returned the following year with even more streaks, badges, leaderboards and shareable stats.
People love seeing statistics about the things they consume and how they use them. Spotify Wrapped generated more than 500M shares in 2025, up 41% YoY. GYG has already seen this behaviour organically: Tyler shared his annual spend and revealed he had ordered GYG 395 times that year. The video reached ~660K views and generated media coverage. Chipotle’s Summer of Extras similarly generated 37.8M earned social impressions as customers shared streaks, rankings and stats.
Achievements and badges can reinforce retention and spend through the psychology of progression. The goal-gradient effect shows that customers become more motivated as they approach a reward, before re-accelerating towards the next. MONOPOLY GO! applies a similar loop through Sticker Albums — complete a set, earn a reward, then start the next. Independent design analysis identifies Albums as its only long-term engagement feature, while Scopely’s co-CEO reported 3+ daily logins and the best retention metrics he had seen in a free-to-play mobile title.