About Too Good to Go (TGTG)
Too Good To Go is a mobile application that connects customers with restaurants, bakeries, and supermarkets that have unsold surplus food and packaged as “surprise bags.” The company was founded in 2016 in Copenhagen by a group of young entrepreneurs who first tried to tackle food waste in a Danish buffet restaurant.
According to TGTG’s 2024 Impact Report, the app now connects over 100 million registered users with more than 175,000 active partners across 19 countries, including regions in Europe, North America, and Australia. This growth reflects a rising awareness of food waste as a global issue, and perhaps also a growing number of consumers who are becoming more price-conscious in today’s economy.
How Too Good To Go Earns Money
Even though TGTG’s business model is simple, it is quite effective. As a platform-based service, the company does not produce, sell, or deliver food itself. Instead, it earns money by charging a fixed commission (usually around £1) for each “surprise bag” sold through the app.
This model keeps operational costs low, but also presents a challenge: TGTG can only earn revenue when customers make a purchase, and the app does not guarantee regular or repeat use. Many people are hesitant because they don’t know exactly what food they will receive, and pickup must be done in a limited time frame. Since there is no delivery option, it may be inconvenient for some users. To keep income steady, the company must constantly expand its partner network and increase transaction volume.
Why Merchants Are Willing To Partner Even at A Loss
At first glance, it seems like partnering with TGTG could be a loss for merchants, since they are selling food at heavily discounted prices. But in reality, TGTG helps reduce waste-related losses by enabling businesses to recover at least part of the cost for food that would otherwise be thrown away.
More importantly, partnering with TGTG helps businesses improve their ESG (Environmental, Social, Governance) performance and brand image. In today’s sustainability-driven market, this can be a strong advantage. According to a 2019 study by Wageningen University, 76% of surveyed users said they would return to the store after using TGTG, potentially becoming full-paying, loyal customers.
Additionally, a 2019 sustainability survey found that 92% of consumers consider sustainability when dining out, and 86% would choose a restaurant based on how sustainable it is. Therefore, TGTG is not just about saving money or reducing waste, while it also helps merchants attract and retain a conscious customer base in the long run.
The Reality Behind The Bags: Environmental Solution or Business Strategy?
While Too Good To Go promotes itself as a food waste hero, some critics argue that it may also be a clever business strategy wrapped in a feel-good message. It is true that the app prevents some food from going to waste, but it only operates at the last stage of the supply chain. It does not address overproduction or inefficiencies in food processing, transport, or agriculture.
Some believe the app mainly benefits companies that want to appear sustainable without making deeper changes. It is a form of “green capitalism,” where sustainability goals are achieved in a way that also boosts sales and public image. While this is not necessarily bad, it does raise the question of whether we are solving the core problem or just repackaging waste as a consumer opportunity.
Conclusion: A Dual Identity
Too Good To Go exists at the intersection of business and social impact. On one hand, it has made real contributions in reducing food waste, raising awareness, and building a large community of conscious consumers. On the other hand, its survival depends on business incentives, not just environmental values.
Its success shows that doing good and making money can go hand in hand, However, it also reminds us to think critically about how sustainability is marketed. Is it a long-term solution to food waste, or just a more ethical way to sell what is left over?