What is Too Good To Go?
Too Good To Go is the world’s largest food-waste fighting app that launched in 2016 throughout European countries. Too Good To Go has grown immensely, now established in 17 countries, and was launched in the US in 2020. The app connects customers to restaurants and stores with unsold food from that day. This surplus food can be purchased for $3.99-$5.99 in the form of a “surprise bag.” As a consumer, you open the app, discover a local shop with surplus food, reserve a surprise bag, pick it up within the time window the shop offers, and enjoy a tasty surprise meal that helps the planet.
Too Good To Go was recently introduced to me, so I decided to try it for myself before writing this blog. I reserved a surprise bag at Federal Donuts in Center City, Philadelphia. I went to the store during the allotted pickup time; pictured below is what I received for $4.99. The donuts were fresh and delicious, which is unfortunate because they would have been thrown out at the end of the day if it wasn’t for Too Good To Go.
Why is Too Good To Go Good?
More than one-third of the food produced worldwide is wasted, resulting in 10% of greenhouse gas emissions coming from food waste. In addition, restaurants, markets, and franchised chains account for 4% of the economy. Too Good To Go saves more than 250,000 meals daily. With this being said, these organizations are building a positive brand image by partnering with Too Good To Go. Too Good To Go’s mission is “to inspire and empower everyone to take action against food waste. We know that to live and breathe this every day, we need to turn our words into actions. With this in mind, we have set out a new ambition – to contribute in every way we can to building the global food waste movement. It’s only when we all come together to fight food waste that we’ll be able to generate a positive change in society.” They have created four sectors on which their goals are based around:
● Households: inspire 50 million people.
● Businesses: work with 75,000 businesses.
● Schools: inspire 500 schools.
● Public affairs: impact regulation in 5 countries.
How is Too Good To Go doing right from a PR perspective?
Not only are organizations that partner with Too Good To Go building a positive brand image, but they are also taking part in a form of corporate social responsibility (CSR). Each organization that offers its surplus food on the app is doing its role in fighting food waste in this world. The app is doing great things while advocating for households and schools to reduce food waste. If I were a PR professional working with Too Good To Go, I would implement a “donate” section on the app where you can purchase a surprise bag for someone in need of food. Another idea they could implement would be giving excess bags not purchased from that day to homeless shelters or a food pantry. If you were hired as a PR professional for Too Good To Go, what idea would you implement?
Emily Brandl, Account Associate