Too Good To Go
Too Good To Go operates the world's largest marketplace for surplus food, connecting 180,000+ business partners and millions of consumers across 7+ countries via a mobile app, B2B surplus-management software, and the Look-Smell-Taste FMCG labeling coalition.
- Company typePrivate
- Founded2015
- HeadquartersCopenhagen, Denmark
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Too Good To Go does
Too Good To Go ApS is a Copenhagen-headquartered, privately held social impact company that operates the world's largest marketplace for surplus food. Founded in 2015 and certified as a B Corporation, the company operates a consumer-facing mobile application through which users discover and reserve "Surprise Bags" of unsold food from local stores, cafes, bakeries, and restaurants at 50% or less of standard retail price, with pickup at predetermined times. The company reports over 180,000 active business partners across more than seven countries spanning Europe (Denmark, UK, Germany, Ireland), North America (USA), Oceania (Australia), and Asia (Japan, planned 2026).
The company's product portfolio extends well beyond the consumer marketplace. The "Too Good To Go Platform" is a modular B2B software suite that enables grocery retailers to track, manage, and redistribute surplus inventory end-to-end. The "Look-Smell-Taste" Date Labeling Initiative is a coalition program with leading FMCG brands that places proprietary Best Before guidance on billions of consumer products, targeting household-level food waste. Strategic enterprise partnerships with retailers including Carrefour, Asda, Whole Foods, and JR East/NewDays anchor distribution in each major geography, with the Japan launch (June 2026) representing the most recent market entry.
The business model is dual-stream. The consumer marketplace generates transaction-based commission revenue on each Surprise Bag sold. The B2B Platform is offered to enterprise grocery retailers on a subscription basis for surplus management software. Go-to-market is hybrid: product-led growth drives consumer acquisition through app stores, while a dedicated sales force targets enterprise retailers. Leadership is led by CEO Mette Lykke alongside co-founders Jamie Crummie, Lucie Basch, Stian Olesen, Adam Sigbrand, Brian Christensen, and Thomas Bjorn Momsen. The company has raised at least $31.1M in disclosed venture funding (January 2021) to support international expansion.
Too Good To Go firmographics
Firmographics- Name
- Too Good To Go
- Legal name
- Too Good To Go ApS
- Website
- https://toogoodtogo.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Too Good To Go operates the world's largest marketplace for surplus food, connecting 180,000+ business partners and millions of consumers across 7+ countries via a mobile app, B2B surplus-management software, and the Look-Smell-Taste FMCG labeling coalition.
- Ownership category
- akta.pro rank
Too Good To Go industry classification
Industry- Product category
- Surplus Food Marketplace
- NAICS
- All Other Specialty Food Retailers (445298), Food and Beverage Retailers (445)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Grocery & Specialty Food Marketplaces (CRAFABAE)
Keywords
Where Too Good To Go is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Markets served
Too Good To Go business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Marketplace Commission: Too Good To Go takes a commission on each Surprise Bag transaction completed through the platform. Retailers and food service businesses sell surplus inventory at discounted prices through the app, and TGTG earns a transaction fee for facilitating the connection between businesses and consumers.
- B2B Platform Subscriptions: Enterprise retailers utilize the Too Good To Go Platform software solution for comprehensive surplus food management, likely through subscription or licensing arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Consumer Surprise Bags - discounted surplus food |
| Subscription | Annual | B2B Platform Solutions - modular surplus food management |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels4 records
Too Good To Go product offering
Product offeringCore offering
Too Good To Go operates the world's largest marketplace for surplus food via a consumer mobile app where users discover and reserve "Surprise Bags" of unsold food from local stores, cafes, and restaurants at discounted prices for in-store pickup. The company also offers a B2B Too Good To Go Platform — modular software for grocery retailers to track, manage, and redistribute surplus inventory — and runs the Look-Smell-Taste Date Labeling Initiative, a coalition program with FMCG brands to print standardized labels on billions of Best Before products.
Product overview
Too Good To Go operates as a multi-product platform centered on food waste reduction. The core offering consists of a consumer mobile app serving as the world's largest surplus food marketplace, where users discover and purchase surprise bags from local participating businesses. Business solutions include the Surprise Bags marketplace feature for food retail and food service operators, the Too Good To Go Platform modular software for grocery retail surplus management, and the Look-Smell-Taste Date Labeling Initiative coalition program targeting FMCG, wholesale, and retail partners. Over 180,000 businesses participate across these offerings.
Differentiator
Problem solved
Functional benefit
Brands
- Surprise Bags: Unsold food sold in surprise bags through the Too Good To Go app for users to collect in-store at a pre-determined time.
- Too Good To Go Platform
- Look-Smell-Taste
Products and services
- Too Good To Go App
Quantifiable outcome
- 99.6% sales rate in Tokyo NewDays trial
- +3 more outcomes
Companies that use Too Good To Go
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Too Good To Go technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Too Good To Go partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- JR East (NewDays)coreToo Good To Go partnered with JR East to add approximately 160 NewDays convenience stores in Japan. The expansion follows a successful trial at eight Tokyo locations that achieved 99.6% sales rate and rescued about 4,000 bread items. New stores span Tokyo, Kanagawa, Saitama, and Chiba prefectures, offering discounted surprise bags of unsold baked goods.
- Drexel DiningminorDrexel Dining partnered with Too Good To Go to save food and money, allowing students and staff to purchase discounted surplus meals through the app.
- AsdacoreAsda extended its food redistribution programme with Too Good To Go rollout, enabling the UK supermarket chain to redirect surplus food to consumers at discounted prices.
- CarrefourcoreStrategic partnership to expand Too Good To Go across Europe. This represents a flagship partnership with a major European retailer for surplus food redistribution.
- Grand Hyatt BerlinminorGrand Hyatt Berlin participates in the Too Good To Go app to redirect surplus meals to consumers at discounted prices while donating proceeds to local charitable organizations. The hotel achieved Green Globe certification partially through this partnership.
- Whole FoodsminorWhole Foods offers $10 'Surprise Bags' through Too Good To Go, providing discounted packages of surplus food items to price-conscious consumers.
- National Retailers (Produce Waste)minorToo Good To Go is highlighted as a solution for surplus produce mitigation among national retailers adopting new strategies to reduce produce waste.
- Look-Smell-Taste Coalition BrandscoreToo Good To Go's Date Labeling Initiative coalition includes world's leading FMCG brands. The Look-Smell-Taste label is printed on billions of Best Before products to reduce household food waste.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Too Good To Go competitors and assessment
Company assessmentDirect peers
- Olio: UK-based food sharing app connecting neighbors and businesses to redistribute surplus food. Closest direct competitor to Too Good To Go's Surprise Bags marketplace model, especially in the UK.
- Flashfood: North American surplus food marketplace allowing grocery retailers to sell near-expiration food at discounted prices via app. Directly comparable business model with grocery retail partners.
- Karma: Surplus food marketplace focused on restaurants and grocery retailers offering discounted unsold meals. Closely mirrors Too Good To Go's marketplace value proposition and pricing model.
- Winnow Solutions: Enterprise AI-based food waste tracking and analytics platform for kitchens and hospitality. Direct competitor to the Too Good To Go Platform B2B software offering for grocery and foodservice operators.
- Orbisk: Dutch food waste reduction startup using image recognition to track and reduce kitchen waste for hospitality operators. Directly competes with TGTG's B2B platform for surplus food management market share in Europe.
Emerging players
- Misfits Market: Online grocer delivering 'imperfect' and surplus produce directly to consumers via subscription. Adjacent model focused on a subset (produce) of the broader surplus food challenge TGTG addresses.
- Imperfect Foods: Subscription grocer for surplus and 'imperfect' foods with direct-to-consumer delivery. Operates in the same surplus food category but with a logistics-led subscription model rather than TGTG's marketplace pickup approach.
Broad incumbents
- Leanpath: Established US-based food waste tracking and prevention platform for foodservice. A broader incumbent in the enterprise food-waste software category where Too Good To Go Platform also competes.
- DoorDash: Largest third-party food delivery marketplace in the US with broad restaurant and grocery relationships. A broad incumbent that could extend into surplus food redistribution as an adjacent offering.
- Instacart: Largest grocery e-commerce platform in North America with deep retailer relationships (including Whole Foods). Comparable in connecting consumers with grocery inventory and could be an adjacent channel for surplus food redistribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Too Good To Go social profiles
Digital presenceToo Good To Go compliance and trust
Trust signalCompliance1 record
Too Good To Go financial estimates
Financial estimateRevenue estimate
Valuation estimate
Too Good To Go leadership team
Management profileNumber of profiles
Profiles7 records
Too Good To Go funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Too Good To Go M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Too Good To Go
What does Too Good To Go do?
Too Good To Go operates the world's largest marketplace for surplus food via a consumer mobile app where users discover and reserve "Surprise Bags" of unsold food from local stores, cafes, and restaurants at discounted prices for in-store pickup. The company also offers a B2B Too Good To Go Platform — modular software for grocery retailers to track, manage, and redistribute surplus inventory — and runs the Look-Smell-Taste Date Labeling Initiative, a coalition program with FMCG brands to print standardized labels on billions of Best Before products.
Is Too Good To Go a public or private company?
Too Good To Go is a private company. It is classified as venture growth investor backed and is currently operating.
When was Too Good To Go founded?
Too Good To Go was founded in 2015. It employs 1,001 to 5,000 people.
Where is Too Good To Go based?
Too Good To Go is headquartered in Copenhagen, Denmark, in the Europe region.
How does Too Good To Go make money?
Two revenue lines are on record. Marketplace Commission is the primary driver. The others are B2B Platform Subscriptions.
Who are Too Good To Go's main competitors?
Direct peers on record are Olio, Flashfood, Karma, Winnow Solutions and Orbisk. Emerging players are Misfits Market and Imperfect Foods. Broad incumbents are Leanpath, DoorDash and Instacart.
Does Too Good To Go have an API?
No public API is recorded for Too Good To Go.
What industry is Too Good To Go in?
Too Good To Go's product category is Surplus Food Marketplace. Its primary akta.pro industry code is CRAFABAE, Grocery & Specialty Food Marketplaces. Its NAICS code is 445298 and its SIC code is 5940.