Too Good To Go is an innovative mobile app that allows users to purchase surprise bags from local supermarkets and eateries. Launched in Europe in 2015 by co-founders Lucie Basch and Jamie Crummie and later expanding to the US in 2020, the app has made significant strides globally in mitigating food waste. By providing an outlet for users to purchase discounted surprise bags containing leftover meals, expiring food and misshapen produce, the company aims to inspire consumers to drive policy change in their communities, addressing environmental concerns and societal issues.
Too Good to Go app logo, is provided by the Too Good to Go company website.
Too Good To Go users can use the app to reserve a surprise bag, typically priced between £3 and £6, which they can later pick up during their allocated time slot. The contents of the bag remain a mystery until the customer opens it, potentially being worth up to three times the original payment amount. Unsurprisingly, the allure of securing a bargain has resulted in a user base of 13.8 million, with access to a staggering 27,911 businesses ranging from bakeries to supermarkets. The app allows customers to buy from large corporations including Morrisons, Starbucks and Pizza Express, as well as local, small and independent businesses.
According to the WWE report in 2022, 40% of all the food grown in a year goes uneaten and ends up in landfills, contributing significantly to the 10% of greenhouse gas emissions attributed to food waste. This alarming truth has prompted the development of multiple apps worldwide that fight to mitigate food waste, with Too Good To Go emerging as a leading force.
The app has become a cultural phenomenon, with TikTok users sharing videos of themselves unboxing their Too Good To Go mystery boxes to thousands of viewers on the platform. Influencer Mia Clare, also known as ‘Yorkshire Lass in Newcastle’ online, has dedicated an entire series on her TikTok account to the app as she states that she is “on a mission to try all the Too Good To Go bags in Newcastle”. She has been able to rack up thousands of views on her content as she describes the products she receives in her mystery bags and assesses their value for money. Mia stated that she “enjoys supporting local businesses in Newcastle such as Olive and Bean, Dot bagels and more”. She added that the app has “changed my thinking, especially in terms of food waste, I try now only to purchase things I know I’ll eat and share things with flatmates”.
Photograph of Mia Clare, TikTok influencer, provided by Mia Clare.
Amid the cost of living crisis in the UK, the app’s popularity has surged. With 75% of Britons expressing concerns about rising food prices affecting their budgets and 88% becoming increasingly conscious of food waste, Too Good to Go has become an alternative source for groceries and local restaurant meals.
The success of the platform is due to its ability to benefit businesses, users and the environment simultaneously. The app is free for users to download, enabling them to effortlessly discover local options and secure a bargain, whilst also helping businesses to minimise their food waste, and regain money on surplus stock that would otherwise be discarded. Owner Jimmy at ‘Gingerinos’, an independent pizzeria located in the heart of Ouseburn Newcastle, stated that “the app works alongside our business model, we sell pizza by the slice so any additional pizza we have at the end we use it to recuperate some of the costs”. Without the fear of pizza slices going to waste he further added that the platform “helps us maintain a higher prep level, which aids us by having more ready-on-demand for our customers”.
Photograph of Gingerinos, an independent pizzeria in Newcastle that uses the Too Good to Go app to sell leftover produce taken by the reporter.
Furthermore, businesses can attract new customers, with 76% of customers discovering a new store through Too Good To Go and subsequently returning, as full-paying customers. While businesses can sign up for free, Too Good To Go deducts an annual fee and a small commission on each bag sold, proportional to the bag’s price.
Watch: Interview with Morrisons’ project manager, Jason Ridyard, discussing the supermarket’s experience with the app Too Good to Go.
The collaborative efforts of users and partner businesses have resulted in saving 200 million meals from going to waste. Mette Lyke CEO of Too Good To Go stated on the app’s website that “this achievement is also a big testament to the strategic partnerships we’ve created with some of the biggest names in the food industry including Carrefour, Aldi, Starbucks, Morrisons, Costa, Casino Group, M&B, Paul Group and so many others that have allowed Too Good To Go to extend its mission and value proposition to millions of users around the world”.
Too Good to Go stands as a glimmer of hope against a world that struggles with the impact of extreme food waste. As the app continues to grow and gain popularity it offers a lifeline for not only economic uncertainty but also inspires society to create a more sustainable and responsible future.