Pioneering startup “Too Good To Go” has transformed the fight against food waste through a creative and sustainable business model. Originally founded in Denmark in 2016, the business connects customers with eateries, bakeries, and grocery stores that have extra food at the end of the day.
“Too Good To Go” not only helps to reduce waste but also makes surplus food available to more people by offering it at a low price. Now active in more than 15 countries, this project has attracted worldwide attention and has helped save millions of meals from being discarded.
The Company Structure
Operating as a for-profit social enterprise with the dual goals of reducing food waste and generating income through a scalable and effective business model, “Too Good To Go,” while functioning as a digital marketplace, allows companies to post their unsold food at a reduced price.
Customers can select meals from the app, review nearby listings, and pick them up at a scheduled time. “Too Good To Go” earns revenue by taking a modest commission on every transaction made on the platform, rather than charging consumers directly. Since there are no upfront costs, this structure encourages more companies to sign up.
Certain companies opt for premium services with additional analytics, marketing tools, and consumer insights to help them better manage inventory and reduce waste further. “Too Good To Go” also collaborates with governments and large businesses to raise awareness about food waste and promote environmentally friendly practices.
In some regions, they work with legislators to implement institutional changes through incentives and laws. The company also provides business-to-business (B2B) solutions and consulting services to assist stores, hotels, and restaurants in improving their food waste policies.
Environmental Impact
Food waste is a major environmental issue, accounting for approximately one-third of all food produced globally. This significantly contributes to greenhouse gas emissions, deforestation, and unnecessary resource usage. The impact of “Too Good To Go” addresses several ecological aspects.
Wasting food also means wasting all the resources needed for its production, transportation, and packaging. Food that breaks down in landfills releases methane, a greenhouse gas much more potent than carbon dioxide.
“Too Good To Go” helps reduce carbon emissions associated with food production and waste disposal by redistributing food before it spoils. Agriculture leads to deforestation, land degradation, and a large share of global water consumption. Food waste wastes water, soil, and energy that are used for nothing.
“Too Good To Go” reduces the demand for unnecessary agricultural production and indirectly lowers water usage by rescuing food from being discarded.
The company also educates consumers about food waste and encourages them to change their behaviours through its app and other awareness initiatives. One of its programmes, the “Look, Smell, Taste” campaign, trains consumers to rely more on their senses than blindly following expiration dates, thereby reducing the unnecessary waste of still-edible food.
“Too Good To Go” offers companies an incentive to optimise their inventory control and reduce waste, thus benefiting their financial performance as well. Restaurants and stores improve their bottom line and meet environmental targets by turning what would have been waste into income.
Social And Financial Benefits
In addition to its environmental advantages, “Too Good To Go” promotes social and economic welfare. By offering surplus food at a reduced cost, the company makes meals more accessible to people who might not otherwise be able to afford restaurant prices.
As “Too Good To Go” expands, it creates jobs—both directly within the company and indirectly through the businesses it supports. The programme facilitates connections between customers and local businesses, thereby strengthening community ties.
Challenges And Future Opportunities
Although “Too Good To Go” has achieved remarkable success, challenges remain. Entering new markets requires careful navigation of cultural, logistical, and legal differences. Not all consumers are aware of or comfortable with purchasing surplus food, so marketing campaigns and ongoing education are essential. Different countries also have varying standards for food safety, which can occasionally complicate partnerships with food businesses.
Looking ahead, “Too Good To Go” aims to further reduce food waste by expanding into additional countries and regions, thus increasing its impact. The company plans to drive legislative reforms and enhance its technology and analytics to optimise surplus food management by strengthening partnerships with corporations and governments.
“Too Good To Go” is a shining example of how a company can be both profitable and ethical. Using technology to connect customers and businesses, creates a mutually beneficial situation where food waste is minimised, companies profit, and consumers receive affordable food.
The company is a remarkable example of ecological entrepreneurship in action, and as it continues to expand, its potential to fight food waste worldwide remains substantial.