Too Good To Go Hits Critical Mass in US Cities

Too Good To Go reports over 10 million US users and partnerships with major chains including Bridor, Pret a Manger, and several regional grocery banners. Average "surprise bag" sells for $4-7 at roughly one-third of menu price.

For operators, the app turns shrink — a pure cost line — into incremental revenue at minimal labor cost. For consumers, it normalizes the idea that perfectly good food becomes "waste" at arbitrary deadlines.

Expect grocery to be the next wave of category expansion, plus competing apps from regional players, and pressure on retailers to formalize "imperfect produce" and end-of-day markdown programs.

Shoppers under 35 use the app weekly in cities where supply is dense, and report meaningful changes in how they think about expiration dates and bakery freshness norms.

If youre an operator with daily-shrink categories (bakery, prepared foods, produce), the unit economics make this near-mandatory. If youre a grocer, build it into your sustainability narrative before competitors do.