Too Good To Go is an innovative app-based platform that combats food waste by connecting consumers with surplus food from restaurants, cafes, and grocery stores at significantly reduced prices. Founded in Copenhagen, Denmark, in 2015, the app has gained global traction, positioning itself as a pivotal player in reducing the environmental impact of food waste. With a mission to inspire and empower users to fight food waste, Too Good To Go has expanded its operations across Europe and North America, continuously growing its user base and partnerships. As we delve into the app's functionalities and impacts, you'll discover fascinating insights into how it revolutionizes food consumption and waste reduction.
Too Good To Go was established by a group of entrepreneurs inspired by the scale of food waste they witnessed firsthand in Denmark. The platform emerged from the vision to create a simple yet effective solution to save viable food from landfill, thereby reducing its significant environmental impact. By making surplus food available to consumers at a discount, they devised a win-win scenario: consumers enjoy cheap meals while businesses minimize waste.
Since its inception, Too Good To Go has rapidly expanded beyond Denmark, establishing its presence in 19 countries including key markets like the U.S., Canada, and the UK. As of 2025, it boasts over 100 million users and 175,000 partner businesses globally, reflecting its successful international scaling backed by a robust and adaptable business model.
Central to Too Good To Go's success is its business model, which hinges on an app-based marketplace that allows businesses to sell unsold food in "Surprise Bags". Consumers purchase these bags at a fraction of the retail cost, allowing businesses to recover potential losses while consumers gain access to affordable meals. The app charges businesses a commission per transaction, aligning profit motives with sustainable practices.
The app directly addresses food waste, which contributes significantly to global greenhouse gas emissions. By redirecting food from the waste stream, Too Good To Go has saved millions of meals and reduced carbon emissions equivalent to more than 1 million tonnes of CO2. It's recognized as a practical measure consumers can take to help mitigate climate change.
With an intuitive design, the Too Good To Go app provides a seamless experience for users looking to participate in waste reduction. Users can easily locate nearby partners and reserve surprise bags, promoting eco-friendly consumption. Despite minor critiques about the surprise nature of the food bags, the app enjoys high satisfaction ratings among its users.
Like any market disruptor, Too Good To Go has faced challenges. Some users express concerns over the contents of surprise bags not always meeting expectations, while critics discuss the implications of selling potential food donations. The lack of choice in bag contents can also be a drawback, especially for those with food allergies.
Beyond environmental benefits, the app fosters a sense of community and social responsibility among its users. By engaging consumers in the fight against food waste, it creates awareness about the importance of sustainability. It also extends financial savings to users, making sustainability accessible to a wider audience.
Too Good To Go continues to innovate, recently integrating AI to better match supply with demand and predict patterns of surplus. These technological enhancements optimize operational efficiencies, further reducing waste and driving sustainability across markets.
Collaborating with major food retailers like Whole Foods and Costa Coffee, Too Good To Go leverages partnerships to expand its reach and impact. These collaborations not only boost the app’s visibility but also help partners meet their sustainability goals by promoting reduced waste initiatives at a corporate level.
Looking ahead, Too Good To Go aims to expand its market presence globally while advancing its technological capabilities. With ongoing commitments to reduce food waste, the company is well-positioned to lead the conversation on sustainable consumption, potentially influencing policy-making and launching innovative environmental programs.
Too Good To Go presents a compelling narrative of how a tech-driven platform can galvanize global efforts towards sustainability. By transforming a significant environmental challenge into an opportunity, it empowers both consumers and businesses to partake in meaningful change. With its continuous growth and innovative strategies, Too Good To Go is not just fighting food waste but shaping the future of sustainable living. How might similar initiatives transform other industries, and what role can consumers play in catalyzing this change?