Too Good To Go
About Too Good To Go
Too Good To Go is a food waste reduction platform that connects users with surplus meals and products at discounted prices from local retailers and restaurants.
Trend Decomposition
Trigger: Widening awareness of food waste costs and environmental impact drives demand for affordable, sustainable dining options.
Behavior change: Consumers proactively seek discounted surplus food; merchants pre pack surplus portions for app buyers instead of discarding them.
Enabler: Mobile apps, real time inventory updates, and networked partnerships between retailers and consumers make surplus food easy to buy quickly.
Constraint removed: Reduction of food waste is no longer a loss leader; surplus items are monetized through a marketplace rather than discarded.
PESTLE Analysis
Political: Government incentives and regulations around food waste reduction influence adoption and partnerships.
Economic: Cost savings for consumers and new revenue streams for businesses create a financially attractive model.
Social: Increased environmental and ethical awareness drives consumer preference for waste reducing options.
Technological: Mobile platforms, geo targeting, and real time inventory enable practical surplus purchasing.
Legal: Compliance with food safety, labeling, and consumer protection standards shapes operations.
Environmental: Reduced food waste lowers methane emissions and resource use, addressing sustainability goals.
Jobs to be done framework
What problem does this trend help solve?
It helps solve the problem of food waste and missed revenue by matching surplus with buyers seeking affordable meals.What workaround existed before?
Merchants would discard unsold food or rely on traditional discounting with lower visibility to customers.What outcome matters most?
Cost savings for consumers and revenue retention for businesses, with a clear sustainability impact.Consumer Trend canvas
Basic Need: Access to affordable, quality food while reducing waste.
Drivers of Change: Environmental concerns, consumer price sensitivity, and digital marketplace facilitation.
Emerging Consumer Needs: Transparent sourcing of surplus, quick purchase experience, and social good alignment.
New Consumer Expectations: Real time inventory, reliable quality, and convenient pickup or delivery options.
Inspirations / Signals: Public pledges from brands to fight waste, mainstream media coverage on waste reduction.
Innovations Emerging: AI driven demand forecasting, smarter routing for pickups, and enhanced trust with seller ratings.
Companies to watch
- Too Good To Go - Global leader in surplus food marketplace connecting users with local eateries and shops.
- OLIO - Neighborhood sharing app for food and household items aiming to reduce waste and build community.
- Flashfood - App enabling consumers to buy discounted soon to expire groceries from partner supermarkets.
- Karma - App based platform for buying surplus food from restaurants and retailers at reduced prices.
- Too Good To Go Group (Regional Subsidiaries) - Regional operations and partnerships expanding the same waste reduction model across markets.
- Olio for Business - Enterprise extension of OLIO focusing on organizations and workplaces to share surplus.