Too Good To Go Expands Its Food Waste Reduction Services in Japan
Tackling Food Waste: Too Good To Go's Expansion in Japan
Too Good To Go (TGTG), a leading app for reducing food waste originating from Scandinavia, has revealed plans to expand its services in Japan. The company, which has quickly scaled its user base internationally, has partnered with JR East to increase its presence by adding around 160 stores under the NewDays brand starting on June 29, 2026. This collaboration will significantly enhance the reach of TGTG's food-saving initiatives, originally tested in select stores within Tokyo.
Partnership Background
In 2026, Too Good To Go Japan commenced a trial phase with NewDays at eight locations in Tokyo, which led to remarkable results. Through an innovative approach, the stores offered 'surprise bags' of unsold food at discounted prices, achieving a staggering sales rate of 99.6%. Consequently, about 4,000 bread items were successfully rescued from being wasted. Consumer feedback has been overwhelmingly positive, with 54% of survey participants indicating it was their first experience with NewDays, and an impressive 98% expressing intent to return. This initiation underscored the effectiveness of TGTG’s app in attracting new customers and generating loyalty.
Expansion Details
The forthcoming expansion will include 90 additional NewDays locations across the Tokyo area, as well as stores in Kanagawa, Saitama, and Chiba prefectures, bringing the total to approximately 160 outlets. The menu offerings will primarily consist of mixed packs of baked goods, which TGTG refers to as 'surprise bags'. However, it is important to note that the contents of these bags may vary over time based on stock levels.
Key details of the expansion are as follows:
- - Start Date: June 29, 2026
- - New Store Totals:
- Kanagawa: 25 new stores
- Saitama: 29 new stores
- Chiba: 35 new stores
About NewDays
NewDays, managed by JR East Cross Station Retail Company, operates convenience stores with a mission to integrate seamlessly into everyday life, ensuring customers find attractive products and services close to home. The store's philosophy—
Topics Consumer Products & Retail）
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