{{short description|Mobile application}} {{Use dmy dates|date=November 2021}} {{Infobox company | name = Too Good To Go | logo = File:TGTG Logo green RGB.svg | type = Private | industry = Mobile app | fate = | predecessor = <!-- or: | predecessors = --> | successor = <!-- or: | successors = --> | founded = 2015 in Denmark<!-- if known: {{Start date and age|YYYY|MM|DD}} in city, state, country --> | founders = Thomas Bjørn Momsen, Stian Michael Hånes Olesen, Klaus Bagge Pedersen, Adam Papalia Sigbrand. | defunct = <!-- {{End date|YYYY|MM|DD}} --> | hq_location_city = Copenhagen, Denmark | hq_location_country = <!-- or: | location = --> | areas_served = Europe, North America and Australia | key_people = Brian Christensen, Sophie Wiik, Lucie Basch, Jamie Crummie, Mette Lykke (CEO) | products = <!-- or: | predecessors = --> | owner = <!-- or: | owners = --> | num_employees = 262 | num_employees_year = 2024 | parent = | website = {{URL|https://toogoodtogo.org/en}} }}
'''Too Good To Go''' is a service with a mobile application that connects customers to restaurants and stores that have surplus unsold food.<ref>{{Cite web|date=2021-04-26|title=7 best food waste apps for more sustainable eating habits|url=https://www.independent.co.uk/extras/indybest/gadgets-tech/best-food-waste-app-earth-day-b1835617.html|website=The Independent|language=en}}</ref> The service covers major European cities,<ref name="siliconcanals startups"/><ref>{{Cite web |title=How can retailers tackle food waste? |author= |website=Retail Gazette |date=27 May 2021 |url= https://www.retailgazette.co.uk/blog/2021/05/retailers-food-waste-covid19-karma-toogoodtogo/}}</ref> and in October 2020 started operations in North America.<ref name="Eater_NY_2020-10-28">{{Cite web |title=Restaurant Food Waste App Too Good to Go Signs Thousands of Customers In First Month in NYC |author=Tanay Warerkar |work=Eater NY |date=2020-10-28 |access-date=2021-08-21 |url=https://ny.eater.com/2020/10/28/21537062/food-waste-nyc-too-good-to-go-restaurants-cafes }}</ref> As part of the initiatives taken on the International Day of Awareness of Food Loss and Waste to reduce food loss and waste, the app is suggested alongside OLIO among many others.<ref>{{Cite web|date=2021-09-28|title=12 Apps Preventing Food Waste and Protecting the Planet|url=https://foodtank.com/news/2021/09/apps-preventing-household-food-waste-and-protecting-the-planet/|website=Food Tank|language=en-US}}</ref><ref>{{Cite press release|date=2021-09-28|title=How technology can help avert food waste|url=https://www.itu.int/hub/2021/09/how-technology-can-help-avert-food-waste/|website=ITU Hub (UN agency)}}</ref>
In 2023 Too Good To Go was the fastest-growing sustainable food app startup by number of downloads.<ref>{{Cite web |title=Too Good to Go and Olio shine as Europeans flock to food waste apps |url=https://retailtechinnovationhub.com/home/2022/3/29/too-good-to-go-and-olio-shine-as-europeans-flock-to-food-waste-apps |date=29 March 2022|website=Retail Technology Innovation Hub}}</ref> As of August 2023, it claimed 164,000 businesses, serving 62 million users, have saved 155 million bags of food.<ref>{{Cite web |title=Save Food - Help The Planet |url=https://toogoodtogo.com/en-us |access-date=2022-08-18 |website=toogoodtogo.com}}</ref> As of March 2023, it claimed to have saved over 200 million meals.<ref>{{cite web |title=Too Good To Go announces new global milestone: 200 million meals saved |url=https://www.toogoodtogo.com/en-gb/press/200-million |access-date=2023-08-16 |website=toogoodtogo.com}}</ref>
== History ==
The company was created in 2015 in Denmark by Thomas Bjørn Momsen, Klaus Bagge Pedersen, Adam Sigbrand and Brian Christensen.<ref name="cxo">{{cite web |url=https://cxomagasinet.dk/12-2017/too-good-to-go-vil-erobre-verden |title=Too Good To Go vil erobre verden |website=CXO Magasinet |date=n.d. |accessdate=2020-04-14 |language=Danish |trans-title=Too Good To Go wants to conquer the world |archive-date=26 September 2020 |archive-url=https://web.archive.org/web/20200926221802/https://cxomagasinet.dk/12-2017/too-good-to-go-vil-erobre-verden |url-status=dead }}</ref><ref name="food-supply">{{cite web |url=https://www.food-supply.dk/article/view/456370/too_good_to_go_ansaetter_endomondostifter_som_ny_topchef |title=Too Good To Go ansætter Endomondo-stifter som ny topchef |website=Food Supply DK |date=n.d.|accessdate=2020-04-14 |language=Danish |trans-title=Too Good To Go hires Endomondo founder as new chief executive}}</ref> In 2017, Mette Lykke (co-founder of Endomondo) joined as CEO.<ref name="food-supply"/><ref name="scandinavian-traveler">{{cite web|url=https://scandinaviantraveler.com/en/people/meet-startup-queen-mette-lykke|title=Meet startup queen Mette Lykke|website=Scandinavian Traveler|first=James|last=Clasper|date=31 August 2017|archive-date=12 April 2021|archive-url=https://web.archive.org/web/20210412104617/https://scandinaviantraveler.com/en/people/meet-startup-queen-mette-lykke|url-status=dead}}</ref><ref name="foodnavigator 2019">{{cite web|url=https://www.foodnavigator.com/Article/2019/09/04/Too-Good-To-Go-turns-food-waste-into-business-It-really-is-a-win-win-win-concept|title=Too Good To Go turns food waste into business: 'It really is a win-win-win concept'|website=Foodnavigator.com|date=4 September 2019|author=Flora Southey|accessdate=27 December 2019}}</ref>
In February 2019, the company raised an additional 6 million euros in a new round of investment.<ref>{{cite web|url=https://www.eu-startups.com/2019/02/copenhagen-based-app-too-good-to-go-raises-a-further-e6-million-to-eliminate-food-waste/|title=Copenhagen-based app Too Good To Go raises a further €6 million to eliminate food waste|website=Eu-startups.com|date=8 February 2019|author=Mary Loritz|accessdate=27 December 2019}}</ref> In August 2019, Too Good To Go was re-launched in Austria.<ref name="siliconcanals startups">{{cite web|url=https://siliconcanals.com/news/startups/too-good-to-go-acquires-spanish-app-to-save-1-3b-tonnes-of-food-waste/|title=Too Good To Go acquires a Spanish app to save 1.3B tonnes of food waste: Did you know these 5 things about the Danish tech startup|website=Silicon Canals|date=6 September 2019|accessdate=27 December 2019}}</ref> In September 2019, Too Good To Go acquired the Spanish startup weSAVEeat and merged it into its own brand.<ref name="siliconcanals startups"/> In November 2019, the offer of Too Good To Go extended to plants through a partnership with the French retail plants company Jardiland.<ref>{{cite journal|url=https://www.lsa-conso.fr/jardiland-adopte-too-good-to-go,333296|url-access=subscription|title=Jardiland adopte Too Good to Go|website=LSA-conso.fr|date=14 November 2019|first=Jean-Noël|last=Caussil|language=fr}}</ref> In December 2019, Too Good To Go partnered with the French grocery retail stores Intermarché,<ref>{{cite web|url=https://ac-franchise.com/article/intermache-et-too-good-to-go-unis-contre-le-gaspillage-alimentaire|title=Intermaché et Too Good To Go unis contre le gaspillage alimentaire|website=Ac-franchise.com|date=18 December 2019|language=fr|accessdate=27 December 2019}}</ref> and donated 60K euros to the French charity Restaurants du Cœur.<ref>{{cite web|url=https://www.europe1.fr/societe/recompensee-par-europe-1-lappli-too-good-to-go-verse-65000-euros-aux-restos-du-coeur-3935029|title=L'appli Too Good To Go verse 65.000 euros aux Restos du Cœur|website=Europe1.fr|date=3 December 2019|author1=Jean-Jacques Héry|author2=Ugo Pascolo|language=fr|accessdate=27 December 2019}}</ref> In October 2021, Bonnie Wright teamed up with Too Good To Go to drive the initiative to reduce food waste.<ref>{{Cite web|last=Everett|first=Helena|date=2021-10-16|title=Bonnie Wright Teams Up with Food Waste App Too Good to Go|url=https://www.mugglenet.com/2021/10/bonnie-wright-teams-up-with-food-waste-app-too-good-to-go/|access-date=2021-10-19|website=MuggleNet|language=en-US}}</ref>
== Corporate affairs == The key trends for the Danish entity Too Good To Go ApS are (as of the financial year ending December 31): {| class="wikitable" style="text-align:center" ! !Revenue<br>(DKK m) !Net profit<br>(DKK m) !Total assets<br>(DKK m) !Number of<br>employees{{Efn|on average}}<ref name=":2">{{Cite web |date=26 June 2025 |title=Too Good To Go Annual Report 2024 |url=https://regnskaber.cvrapi.dk/40316573/amNsb3VkczovLzAzL2M0L2EyLzY5LzY5LzRkMTgtNDg5OS1hMzliLTQ1NzRiMmIzMmUwNw.pdf}}</ref> !''References'' |- |2017 | |<span style="color:red;">−20.5</span> |26.8 | |<ref>{{Cite web |title=Too Good To Go Annual Report 2021 |url=https://regnskaber.cvrapi.dk/40316573/amNsb3VkczovLzAzL2QzLzI3LzQxL2Y1L2Q1MjktNDAyOC04ODJmLTg1YTEzOGUxM2NmMA.pdf |access-date=25 July 2024}}</ref> |- |2018 |53.6 |<span style="color:red;">−29.7</span> |47.6 | |<ref>{{Cite web |date=28 Jun 2023 |title=Too Good To Go Annual Report 2022 |url=https://api.lassox.com/data/cvr/report?id=40316573/amNsb3VkczovLzAzL2YzL2UzLzNhL2YwLzRmYWYtNDFmYi04MjhlLWNmMDcyZTlhNTc5YQ.pdf}}</ref> |- |2019 |170 |<span style="color:red;">−48.5</span> |118 | |<ref name=":1">{{Cite web |date=21 Jun 2024 |title=Too Good To Go Annual Report 2023 |url=https://regnskaber.cvrapi.dk/40316573/amNsb3VkczovLzAzLzBiLzQ5L2Y4LzAyLzI2ZDYtNGM2ZS1hNDlkLTIyM2VhZTU2M2I0Yw.pdf}}</ref> |- |2020 |259 |<span style="color:red;">−144</span> |239 |171 |<ref name=":1" /> |- |2021 |449 |<span style="color:red;">−347</span> |279 |186 |<ref name=":1" /> |- |2022{{Efn|During 2022 the invoicing model was changed from most European markets being invoiced from Too Good To Go ApS to being invoiced from the Too Good To Go entity in the respective markets.}} |496 |<span style="color:red;">−175</span> |275 |216 |<ref name=":1" /> |- |2023 |544 |15.7 |516 |196 |<ref name=":1" /> |- |2024 |725 |9.6 |588 |262 |<ref name=":2" /> |}
==International expansion==
thumb|right|Countries in which Too Good To Go operates as of March 2026<ref name="app">Too Good To Go app</ref>
{{As of|2026|3}} the company serves the European countries Austria, Belgium, Czechia, Denmark, the Faroe Islands, France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland, the United Kingdom. Outside of Europe the service is available in Australia, Canada, Japan, New Zealand and the United States.<ref name="app"/>
== Purpose==
The purpose of Too Good To Go is to reduce food waste worldwide. It developed a mobile application that connects restaurants and stores that have unsold, surplus food,<ref name="siliconcanals startups"/><ref name="foodnavigator 2019"/> with customers who can then buy whatever food the outlet considers surplus to requirements—without being able to choose—at a much lower price than normal. The food on the app is priced at one-third its original price.<ref>{{Cite web|last=Amanda|first=Silberling|date=2021-09-23|title=Nosh uses AI to help people and businesses cut down on their food waste|url=https://techcrunch.com/2021/09/23/nosh-uses-ai-to-help-people-and-businesses-cut-down-on-their-food-waste/|website=TechCrunch|language=en-US}}</ref><ref>{{Cite web|last1=Silberling|first1=Amanda|last2=Mizukoshi|first2=Akihito|date=2021-09-25|title=AIで食料品の消費と廃棄の習慣を学習し、食品廃棄物の削減を支援する「Nosh」|url=https://jp.techcrunch.com/2021/09/25/2021-09-23-nosh-uses-ai-to-help-people-and-businesses-cut-down-on-their-food-waste/|website=TechCrunch Japan|language=en-US|access-date=28 September 2021|archive-date=21 October 2021|archive-url=https://web.archive.org/web/20211021081751/https://jp.techcrunch.com/2021/09/25/2021-09-23-nosh-uses-ai-to-help-people-and-businesses-cut-down-on-their-food-waste/|url-status=dead}}</ref> The company claims this reduces the waste of food that would otherwise be discarded;<ref>{{Cite web |title=Too Good To Go: The app that helps Europeans fight food waste |date=29 September 2022 |url=https://www.euronews.com/2022/09/29/too-good-to-go-the-app-that-helps-europeans-fight-food-waste}}</ref> food waste is a global problem that affects the environment. In three years active, the app reached more than 9.5 million users. As of 2022, more than 57.7 million users and 154,000 establishments have signed up, and 139 million meals have been collected.{{Cn|date=July 2024}}
In 2019, the company had 350 employees in Europe.<ref name="foodnavigator 2019"/> As of June 2023 the company was estimated to have 1,289 employees.<ref>{{cite web | title=Too Good To Go Human Capital | publisher=Craft| date=1 June 2023 | url=https://craft.co/too-good-to-go/human-capital}}</ref><ref>{{Cite web |title=Too Good To go Revenue, Competitors and Alternatives |url=https://growjo.com/company/Too_Good_To_Go |access-date=2022-03-17}}</ref>
==Use== Food outlets must notify the TGTG company about what they have available on each day, stating what sort of food they have (baked foods, meals, produce, vegan food), and the price for a 'surprise bag', whose contents they determine; the user cannot choose, but the original prices will be three or more times the TGTG price. Notification is made early based upon the quantity predicted to be left over, not at the end of a selling period. {| class="wikitable" |+Number of sold meals{{Efn|"saved meals", all countries}} in millions<ref name=":0">{{Cite web |title=Too Good To Go Impact Report 2024 |url=https://cdn.sanity.io/files/nqimd3nr/production/29eae5a1b44b8bd12471757a9d81ed7b512512e1.pdf |access-date=22 June 2025}}</ref> !2016 !2017 !2018 !2019 !2020 !2021 !2022 !2023 !2024 |- |0.47 |1.9 |6.4 |19.1 |28.6 |52.5 |83.5 |121 |135 |} Users must register to use the service. A mobile phone with an Internet connection running Android or iOS is needed. The user runs the TGTG app, which lists outlets available within a chosen distance and time range. The customer can then order and pay for a 'surprise bag'. The supplier can cancel an order at any time if the expected surplus is not available—the purchaser is notified by text message—and the purchaser can cancel with two hours' notice. The phone must be taken to the food supplier in a specified pickup time window, often 30 or 60 minutes long, and the transaction is finalised by swiping the app<ref>{{Cite web |title=Too Good To Go App – How It Works |author= |website=Jordon Cox |date=11 March 2021 |url=https://jordoncox.com/too-good-to-go-app/ |access-date=17 August 2022 |archive-date=17 August 2022 |archive-url=https://web.archive.org/web/20220817143808/https://jordoncox.com/too-good-to-go-app/ |url-status=dead }}</ref>—connected to the Internet—to confirm collection.
== Notes == {{notelist}}
== References == {{Reflist}}
== External links == * [https://toogoodtogo.com/ Official website]
Category:Food waste Category:Waste management companies of Denmark Category:Waste companies established in 2015 Category:Mobile applications Category:Android (operating system) software Category:Windows Phone software Category:BlackBerry software Category:Web applications Category:Software companies based in Copenhagen Category:Danish companies established in 2015 Category:B Lab-certified corporations