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

Krispy Kreme Japan and Too Good To Go: A Match for the Planet

In a bold step towards environmental sustainability, Krispy Kreme Japan (KKDJ) has recently announced its collaboration with Too Good To Go, the world’s leading food waste reduction service originating from Scandinavia. Starting from March 23, 2026, the service will expand to all stores across Tokyo, showcasing Krispy Kreme’s commitment to reducing food waste and enhancing customer experience.

The Initiative

Under the theme “Love Our Planet,” Krispy Kreme globally promotes various initiatives that support environmental preservation. Their partnership with Too Good To Go signifies a focused approach to tackling the pressing issue of food waste. This service, operational in 21 countries and credited with saving over 500 million meals, offers customers a unique chance to purchase unsold donuts at a discounted price while also contributing to sustainability efforts.

Initially launched in January 2026 in select stores in Shinjuku and Shibuya, the service features a ‘Surprise Box’ containing six assorted donuts, priced at approximately half of the usual price at 798 yen (tax inclusive). The early results of this initiative are noteworthy, demonstrating a significant 30% reduction in food waste within the first month alone. Additionally, around 40% of the customers utilizing this service were first-time buyers at Krispy Kreme, highlighting the potential for reaching new market segments.

Customer and Staff Reactions

Feedback from customers has been overwhelmingly positive, with many expressing excitement over the “surprise” element of the boxes. This not only allows individuals to discover new flavors but also serves as a delightful twist to the traditional purchasing experience. Moreover, Krispy Kremer—the name given to Krispy Kreme employees—have shared their enthusiasm regarding the initiative. Many have noted that the program not only mitigates food waste but also sparks positivity and dialogue among staff and customers, further enriching the in-store experience.

Krispy Kremer shared their thoughts, saying: “The service creates opportunities for meaningful conversations, contributing to a sense of community around our stores and brand.” They expressed pride in being part of a company that actively participates in social contribution efforts through this innovative service.

Expansion Plans

Given the success of the initial trial, Krispy Kreme plans to double the number of participating stores from ten to twenty-three, extending the service to a broader range of neighborhoods in Tokyo. This enlargement provides more customers in the city with access to the initiative, further driving home Krispy Kreme's commitment to sustainability.

Krispy Kreme aims to continue expanding this program nationwide, seeking to engage customers not only with delicious products but also with socially responsible practices. The message they wish to convey is clear: every donut saved from the trash is a victory for the planet.

In closing, Krispy Kreme Japan’s collaboration with Too Good To Go is more than just a business strategy; it’s a commitment to fostering sustainable practices and promoting a better future. As the donut chain continues to innovate and challenge norms, they invite customers to join them on this exciting journey towards sustainability, one delicious box at a time.

About Too Good To Go

Too Good To Go is a social good company based in Denmark, dedicated to reducing food waste globally. With over 120 million registered users and partnerships with 180,000 businesses across 21 countries, it operates the largest food waste marketplace worldwide. The initiative collaborates with various entities, including grocery stores, bakeries, and restaurants.

To become part of this movement against food waste, download the Too Good To Go app, available for free on both iOS and Android platforms, and start making choices that benefit both your taste buds and the planet.