If I had the time and the inclination, I could do a sequence of posts on all of the "lucky bags/boxes" that various Japanese fast food entities are going to sell. I think it would be very interesting to do, but would take a fair bit of time so I'll focus on just a few. Most of these are sold in limited quantities so you have to get out there early to find one. The exception to that tends to be Mister Donut. It's rare that they run out, but certainly not unheard of.
The "lucky bag" pictured above is for MOS Burger (which you can probably guess from the title of this post). It includes the gree and white lap blanket that the other items are resting upon, a vinyl pouch, a calendar, a MOS Burger card, and what they call "lottery tickets" worth 200 yen each. I believe these are really just coupons which you can use toward food purchases.
Like most of these types of fast food offerings, your pay the value of the coupons (in this case 2,000 yen/$19 US) and get the other items essentially free. As long as you regularly patronize a place that you buy the lucky bag from and use up the coupons through regular consumption, you've got nothing to lose. That being said, most of these lucky bag coupons have a deadline (usually March) so if you don't use them, you lose the value.