#Japan #Tokyo #Food Waste #Too Good To Go

Too Good To Go Launches in Japan

Too Good To Go, the highly acclaimed food waste reduction app originating from Scandinavia, has officially launched in Japan, marking its 21st country of operation. Known for successfully reducing food waste in over 20 countries and assisting in saving more than 500 million meals, Too Good To Go aims to bring its beneficial concept to an entirely new audience.

The Concept of Too Good To Go

Too Good To Go connects consumers with local stores, cafes, and restaurants that have surplus food. Users can purchase a 'surprise bag' filled with perfectly edible food at prices significantly lower than their regular cost, often at half or less. This unique model not only helps alleviate food waste but also provides an economic advantage to consumers.

Expansion into the Japanese Market

The choice to enter the Japanese market was influenced by the country's cultural attitude towards minimizing waste, combined with Too Good To Go's sustainable business model. The Japanese concept of 'mottainai', which emphasizes resourcefulness and reducing waste, aligns perfectly with the app’s mission.

Japan generates approximately 4.64 million tons of food waste annually, illustrating a significant opportunity for intervention. Despite the efforts toward reducing food waste—including recent modifications to the ‘1/3 Rule’ regarding food expiration—there are still systemic issues leading to excess waste. Too Good To Go plans to address this challenge directly.

Collaboration with Local Partners

Initially available in urban areas such as Shinjuku, Shibuya, and Meguro, Too Good To Go has partnered with over 80 local businesses, including popular chains like Krispy Kreme and Family Mart, as well as regional favorites. The program offers an exciting experience akin to a 'surprise bag', allowing users to enjoy delicious food while contributing to sustainability.

The Tagline: 'Delicious Choices'

The Japanese tagline, 'Delicious Choices', reflects a multifaceted approach wherein the food is not only delightful for taste buds but also offers economic savings and contributes positively to society and the environment. This captures the essence of user experience when engaging with Too Good To Go.

Creating a Positive Environmental Impact

At the global scale, food waste accounts for about 10% of annual greenhouse gas emissions, a figure that surpasses emissions from the aviation industry. By bridging the gap between businesses with excess food and consumers looking for value, Too Good To Go actively contributes to combating climate change and promoting sustainable practices.

The Surprise Bag Experience

The hallmark of Too Good To Go is the surprise bag format; each bag consists of assorted food items that would otherwise be wasted. This not only aids businesses in reducing food waste but also allows consumers to enjoy a fun, budget-friendly meal experience.

How to Use the App

Users can easily navigate the app to find local partner stores, reserve their surprise bags, and simply pick them up at the designated time. Notably, the app has launched a station name search function to assist users in discovering nearby offerings efficiently.

Global Success and Future Aspirations

Too Good To Go is currently operational in 21 countries, with over 120 million registered users and 180,000 partner stores. The app has received recognition as one of the top food and drink apps worldwide, providing a unique blend of food waste reduction and user engagement.

Company Leadership Statements

The commitment is reinforced by remarks from Hiroto Ooaka, CEO of Too Good To Go Japan, reflecting a strong desire to integrate sustainable practices within everyday life. Mette Lykke, the global CEO, emphasizes the importance of this launch in Japan, reinforcing the shared cultural values of respect for food and enabling simpler, enjoyable methods to curb waste.

Conclusion

Too Good To Go represents an innovative step forward in reducing food waste while allowing for delicious, affordable meals. The app encourages consumers to make sustainable choices that contribute to a greener planet, supporting a vital conversation around food waste and sustainability in Japan. Collaborating with local partners, Too Good To Go hopes to inspire a new generation of environmentally conscious consumers.

For those interested, download the app today to join in on making a difference while enjoying great food!