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Revolutionizing Food Waste: The Too Good To Go Initiative

Too Good To Go: An Insight Into The Food Waste Revolution

Food waste is a pressing issue that is making its presence felt across the globe, leading to an increase in the number of initiatives aimed at addressing it. One such initiative is Too Good To Go, a Denmark-based mobile application launched in 2016 that works towards reducing food waste by allowing users to purchase surplus food from restaurants, grocery stores, bakeries, and other food-related businesses at a discounted price.

This article aims to provide readers with useful insights into the Too Good To Go platform, its features, and the growth of the initiative.

Overview of Too Good To Go

Too Good To Go is primarily an app-based platform that connects users to food establishments that have surplus food up for sale at discounted prices. The app works by allowing users to order a ‘surprise bag’ from a specific food vendor, which consists of the vendor’s unsold food items.

The contents of the surprise bag can vary, and users do not get to choose what they receive, but it’s usually a mix of sandwiches, baked goods, salads, and other meals. The app also allows users to search for vendor-specific deals, allowing them to purchase specific food items at discounted prices.

The Too Good To Go platform has gained significant popularity, and it has expanded its influence beyond Denmark to several other countries, including the UK, France, Germany, and the US. The app is available for download on Android and iOS devices, and it is easy to use.

It allows users to create profiles, select their preferred vendors and food items, and place orders. The app is free to download, and the payments for the orders are processed on the app.

Expansion and environmental initiatives

In recent years, Too Good To Go has expanded its services beyond its mobile app and has ventured into other initiatives aimed at reducing food waste. One such initiative is a partnership with US grocery stores to offer same-day delivery services for unsold goods, providing customers with easy access to surplus food at discounted prices.

The company has also taken steps to reduce its environmental impact by encouraging the use of electric scooters for its deliveries and promoting food waste advocacy through various campaigns.

Founding and growth of Too Good To Go

Too Good To Go was founded in 2016 by a group of six university graduates in Copenhagen, Denmark. The founders were Brian Christensen, Thomas Bjrn Momsen, Stian Olesen, Klaus Bagge Pedersen, and Adam Sigbrand.

The idea behind the initiative was conceived when the founders visited a buffet-style restaurant and were dismayed at the amount of food that was thrown away at the end of the day. One of the initial challenges faced by the founders was convincing restaurants to participate in their initiative.

Many restaurants were hesitant to be associated with food waste. However, over time, the company gained traction, and in 2016, it launched its first meal in Copenhagen, which sold out quickly, further cementing the concept’s viability.

Since its launch, Too Good To Go has continued to grow, expanding its services to more countries and partnering with more vendors. In 2021, the initiative announced its entry into the US market, which has significant potential for growth due to the country’s high levels of food waste.


Today, Too Good To Go has become an important player in the food waste reduction landscape, providing a platform that connects consumers and businesses and offering useful solutions that help reduce food waste. The app and the initiative’s other efforts have helped to raise awareness about the importance of food waste reduction, and it continues to inspire more people to join in the revolution.

Whether you are an individual looking to reduce your food waste or a business looking to join the initiative, Too Good To Go is worth considering. Download the app and start reducing food waste today.

Achievements and Impact of Too Good To Go

The Too Good To Go initiative has made significant achievements in reducing food waste and the associated carbon footprint. The app has gained widespread popularity, with over 66.5 million people downloading it as of 2021.

In this section, we’ll explore the impact of Too Good To Go in reducing food waste and CO2 emissions and the funding it has received.

Food waste reduction and CO2 savings

One of Too Good To Go’s significant achievements is that it has sold more than 171 million ‘surprise bags’ of surplus food worldwide since its inception. This achievement has helped to reduce food waste by more than 188,000 tons.

According to Too Good To Go, for every meal sold on the app, about 2.7 kilograms of CO2 emissions are saved. Thus, the app’s impact has led to the reduction of an estimated 470,000 tons of CO2 emissions, a substantial contribution towards mitigating climate change.

User base and funding

Too Good To Go’s impact continues to grow, with over 66.5 million users across the countries it operates in. As of January 2021, the initiative had received $45.7 million in funding, indicating investor confidence in the platform’s potential.

Competitors of Too Good To Go

While Too Good To Go remains the largest and most popular food waste reduction platform, it has several competitors in the industry. This section will explore five of Too Good To Go’s notable competitors, their primary features, and funding.


Olio is a UK-based app that provides a food-sharing platform. It is a non-profit initiative co-founded by Saasha Celestial-One and Tessa Clarke.

Olio connects food waste heroes (individuals and businesses) who have excess food with people in their local communities who need it. Since its launch in January 2016,

Olio has connected people and businesses in over forty countries, saved 65 million portions, and enabled the reduction of 191 million car miles.

Olio raised $53 million in May 2021, indicating the growing interest in food-sharing initiatives.


Karma is a Stockholm-based app founded by Elsa Bernadotte, Hjalmar Sthlberg Nordegren, Ludvig Berling, and Mattis Larsson. The app offers online food leftover solutions.

Karma partners with restaurants, cafes and food retailers, where they offer surplus food at a discounted price. Customers can purchase discounted food through the app, then collect it from the participating outlet.

Karma has helped sell over 4 million meals, and in 2018, they raised $12 million, and in 2020, they raised $20.2 million in funding.


Flashfood is a Canadian app that connects grocery stores directly with customers by offering them discounted products such as meat, fresh produce, and grocery items before expiration. The platform was founded by Josh Domingues in 2016.

The initiative has helped divert over 25,000 tons of food from landfills and has so far raised $16.3 million in funding as of June 2021.


FoodCloud is a Dublin-based non-profit organization founded in 2012 by Aoibheann O’Brien and Iseult Ward. The organization connects food surpluses with the charities that need them.

Since its inception,

FoodCloud has helped redistribute over 140 million meals and received funding of $126,000 so far.


PHENIX, founded in 2014, is a surplus food redistribution platform founded by Jean Moreau, Baptiste Corval, and Vincent Justin. The platform provides various businesses with an opportunity to sell surplus food without having to discard it.

The company operates in France, Belgium, Spain, and Portugal. It offers “rescued baskets” of food that would otherwise be wasted.

To date,

PHENIX has helped save the equivalent of more than 200 million meals that weren’t going to waste. As of 2021, the company has partnered with over 30,000 businesses.

Misfit Market

Misfit Market is a US-based platform launched in 2018 that focuses on selling organically sourced products and rejected produce at undersell prices. The subscription-based service works by delivering a box of ‘misfit’ produce and a range of other grocery items directly to consumers’ houses.

The platform created a sustainable alternative to food waste by giving the produce no market value a new life. The initiative has made over 11 million orders and has attracted $526.5 million funding to date.


FoodHero is a Canadian platform launched in 2020 whose focus is on selling grocery items and fresh food that are approaching their sell-by dates at discounted prices. The subscription-based service alerts users that items are about to expire, creating awareness of sell-by dates.

To date, the initiative has attracted over 500,000 users and has helped save over 100 million meals.


The food waste reduction landscape continues to grow, with initiatives like Too Good To Go leading the way. The app has made a significant impact in reducing food waste and CO2 emissions while also expanding its reach to several countries.

The competition in the industry is fierce, with several players providing unique solutions to address the problem of food waste. However, every effort made to reduce food waste counts, and initiatives like these continue to make a positive impact.

In summary, the Too Good To Go initiative has gained widespread popularity for its efforts to reduce food waste by connecting users to food establishments that have surplus food available for purchase at discounted prices. The platform has sold over 171 million surprise bags of unsold food, helping to reduce food waste by more than 188,000 tons and reduce CO2 emissions by an estimated 470,000 tons.

Too Good To Go’s competitors, including





PHENIX, Misfits Market, and

FoodHero, are also making significant strides in reducing food waste. The importance of reducing food waste cannot be overstated, and initiatives like these are crucial in mitigating the impacts of climate change.

As individuals, we can also play our part in reducing food waste by shopping responsibly, planning meals, and avoiding over-purchasing food items.

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