Innovative App “Too Good To Go” that rescued 4.2 Million Meals in Canada Since 2022 plans for expansion

Too Good To Go is changing the way food businesses handle its extra food products by offering surprise bags at a discounted price to consumers

Since opening in 2022, the company has saved over 4.2 million meals from going to waste and over 2.5 million users across the country have saved a total of 55 million dollars to date. Sarah Soteroff, the Senior Public Relations Manager of Too Good To Go, discusses the current state of the brand, waste reduction, and growth in Canada.

“We imagine a world without food waste, and we are working tirelessly to make that vision a reality. Every day we are helping consumers save money, providing retailers with extra revenue, and reducing the environmental impact of surplus food. We are driven by the belief that there shouldn’t be any food waste and every day we see firsthand how our surprise bag model not only reduces waste, but also empowers consumers and businesses to create a positive environmental impact,” says Soteroff. 

 

 “There is a real opportunity here to make an influence and a difference on the impact of food waste and what it does to the environment”

 

Too Good To Go app helps businesses list surplus items they would usually throw away and helps consumers buy items at a discounted price. The surprise bag model allows consumers to purchase food items from grocery stores at a fraction of the cost – but it is unpredictable of what each bag will contain, adding an element of excitement.

This concept provides flexibility to businesses, as Soteroff says it allows them to create different categories and pickup windows based on the inventory they have left, allowing for customized offers. Partners could be any retailers selling food such as  grocery stores, coffee shops, and bakeries. Soteroff says since opening, retail earnings have reached 19 million dollars. 

“The beauty of this model lies in its adaptability. Businesses can sell surplus food that would otherwise go to waste, while consumers enjoy access to fresh products at unbeatable prices. This flexibility creates a sustainable solution that benefits everyone involved.”  

How it works

Filtering by your location or category, consumers are able to find available surprise bags in their area. Once they find something they like, they can reserve it and pick it up at the designated time frame. 

To reserve, consumers pay on the app; eliminating the need for cash exchange at the retailer: “They simply swipe a button on their screen to reveal a code that the store matches with their own internal system to ensure a seamless handover.” 

To help consumers decide on a surprise bag, retailers are able to offer separate bags for dairy products, meat products, baked goods, or prepared foods. 

The app also provides an individual impact summary for each user, highlighting the contributions they have made towards food waste. 

“Our goal is to empower both consumers and businesses to see the tangible impact of their efforts in reducing food waste. Users can track their personal contributions, and businesses gain valuable insights into how much surplus they have saved, the additional revenue generated, and their role in lowering carbon emissions.” 

Partnerships across Canada – big and small 

Too Good To Go has built partnerships across Canada throughout the last two years. The app provides consumers with a variety of options including bakeries, cafes, grocery stores, juice bars, and more. One of its largest partners is Tim Hortons, with over 2,500 stores now available, offering baked goods at a reduced price. 

With 11 thousand partnerships, the company is seeking to expand further, particularly with larger brands such as Loblaws, Walmart, and Starbucks. 

“There is an opportunity here for major food retailers to lead by example. They can demonstrate that sustainability and profitability can go hand in hand by offering surplus food to consumers through our platforms,” says Soteroff. “But I think the discounted prices do turn off a lot of the premium brands, though once they see it in effect, it really does start to showcase how important it is.” 

Smaller businesses, such as Homegrown Juice, Greenhouse Juice Co, and Village Juicery,  have also found the app beneficial and Soteroff says any retailer who sells food, should look into the program. 

“It is inspiring to see local shops find new opportunities with our app. They are not just selling surplus; they are engaging customers who care about sustainability and building loyal communities.” 

One month in Quebec: “The program is working” 

Another large partnership the company has is with Metro, including all locations in Ontario and has recently partnered with locations in Quebec – so far, Metro has saved more than 385 thousand meals. 

The pilot program started in Quebec with ten locations, and after its success it expanded in April to include 93 locations. After one month, the Quebec location has saved over ten thousand meals, showcasing how quickly consumers and businesses can see results.

“The rapid adoption of our platform by Metro in Quebec demonstrates how quickly businesses can make a tangible difference. Within just one month, they have saved over ten thousand meals, showing that when retails commit to reducing food waste, the impact is immediate and substantial.” 

The Metro partnership started off with only discounting bakery items, but have now been offering prepared foods, dairy items, meat products, and other grocery items. 

“There is a real opportunity here to make an influence and a difference on the impact of food waste and what it does to the environment – there is no reason we should have this much food waste. We still have a lot of groundwork to get the message across, to let people know what food waste means and why it matters. But so far, we have heard from a lot of consumers that they feel a sense of empowerment – making them feel less depressed about the state of things.

Since opening in Canada, Too Good To Go has seen changes in consumer behaviour as they are seeking alternative solutions to high cost items and are looking to be more sustainable. The goal would be to have every food retailer on the app.