As a famous anti-food waste app, Too Good to Go’s mission is simple: “Save Food, Help the Planet.” It’s a noteworthy cause that garnered attention all across the world—thanks to an effective mobile app marketing strategy. Food waste is an ongoing issue that consumes energy, worsens the water crisis, and increases our carbon footprint. As a global society, it’s our collective responsibility to address this problem and embrace a more sustainable future.
Too Good to Go boasts over 18 million users and is projected to continue expanding in different countries. Originally based in Copenhagen, they now have their services running in the U.S, England, Germany, France, Norway, Switzerland, and the Netherlands. Their model is simple: download the app, update your location, and buy surplus food—stored in “surprise bags”— from local stores for an affordable price. By doing so, users can not only stock their fridge without breaking the bank, but also contribute to an important issue.
There’s no denying that Too Good to Go is making a dent when it comes to reducing food waste. According to their website, 54.5 million users are saving food through their app, and have so far saved 126 million meals.
We’re left to wonder: how did this small startup see exponential growth in such a short span of time? What mobile app marketing strategy did it use to connect with its users and build a committed community?
Here’s some of our insight.
A solution that benefits all
When it comes to food waste and the environment, it can be hard to fully capture the severity of the problem—but numbers help. For instance, food waste produced in the U.S. alone is estimated to be about 103 million tons per year. And, according to the UN, 1.3 billion tons of food goes to waste each year, which is an estimated ⅓ of all food produced.
Too Good to Go breaks down research conducted by the Food and Agriculture organization of the United Nations (FAO) and explains how exactly food waste leads to an unhealthy environment. According to their findings, we waste 1.3 gigatons of food, which leads to 3.3 gigatons of CO2 equivalent. The app then calculates that approximately 2.2 pounds of food waste equates to 5.5 pounds of CO2 released into the atmosphere. There’s no denying that we need to act—and we need to do it quickly in order to reverse the current damage.
Too Good to Go successfully engaged its audience by deconstructing complex issues and inspiring others to take action. The anti-food waste app made its information widely accessible and created an incredibly user-friendly, straight-forward platform where users could become a part of the cause.
People are becoming more aware of how badly the environment is suffering, and are generally committed to making a meaningful change. Too Good to Go offers its users a unique opportunity to help the planet with each surprise bag they buy—while also reaping some of their own benefits. For instance, the Head of Marketing, Claire Oliverson explains in a podcast episode that the app’s business model is a win-win-win for everyone involved: a win for the environment, a win for participating restaurants, and a win for consumers.
But what does this mean, and why is it so significant?
Each surprise bag is considered a meal saved, which means that people are actively helping to lessen CO2 emissions by purchasing leftover food. Meanwhile, restaurants make extra revenue from the dishes that they would be otherwise throwing away. At a time when the service industry is severely affected by COVID-19, this solution provides a form of financial relief. In turn, users can enjoy food from their favorite restaurants at a fraction of the usual price and know that their purchase made a difference.
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Sustainability is more than just a marketing strategy
One of the main contributors to Too Good to Go’s popularity is its mobile app marketing strategy. A 2020 Zeno study found that consumers are 4 times more likely to purchase from a company with a strong purpose, and 4.5 times more likely to recommend it to their friends and family. With sustainability becoming a high priority for consumers, especially amongst younger shoppers, businesses are slowly, but surely adopting more eco-conscious, ethical practices.
Too Good to Go is well ahead of the game. Not only does it state and follow a clear mission, but it also strives to educate its users about the severity of food waste—and what they can do to actively fight it. It gives users an actionable task, inviting them to be a part of their journey in solving the food waste issue.
Too Good to Go also displays user impact. The app supports its vision with evidence that adequately demonstrates how intentional action leads to measurable results. According to their 2020 Impact Report, 90% of all food from Too Good to Go surprise bags were eaten—and an impressive 22% of users adopted more mindful, sustainable food habits since using the trusty anti-food waste app. When users see real, tangible change happening because of their actions, they’ll be more likely to stay committed to the movement—and to Too Good to Go.
The app also provides additional resources that help people rethink their consumption habits, teaching them simple, yet effective ways to lessen their food waste. Its knowledge hub gives users easy access to research-based, data-driven insights, furthering their understanding of food waste and why it poses a global threat. Its blog houses sustainable recipes, useful tips and tricks, and highlights other businesses that commit to sustainability. Too Good to Go knows the value of building its own community, and makes it incredibly easy and accessible for users to participate.
A mobile app marketing strategy doesn’t have to be overly complex to be effective. Too Good to Go is one of many companies that stays true to its mission while following a unique engagement approach. More importantly, the app understands what users want—affordable food and contributions to a notable cause—and makes sure to deliver consistently, time and time again.
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