Lets consumers grab discounted "surprise bags" of unsold food from nearby bakeries, restaurants, and supermarkets, diverting millions of meals from landfill each year across 17 countries.
Too Good To Go editorial
Too Good To Go's Quiet Pivot from Marketplace to SaaS
A 21st country, an AI-powered surplus management product, and the fact that the most interesting growth lever is no longer the consumer app.
In January 2026 Too Good To Go launched in Tokyo, its first Asian market and 21st country overall, with 80+ partner businesses across Shibuya, Shinjuku and Meguro. The headline numbers are still impressive: 120M registered users, around 180,000 active partner businesses, FY2024 revenue near €610M, and 3.6M new US users in H1 2025 alone. Mette Lykke is still CEO. Bloomberg reported in June 2025 the company was weighing a €200–300M growth round, though no closed round has been confirmed.
The more interesting story is the B2B pivot. Too Good To Go now sells an AI-powered surplus food management platform directly to grocery retailers. Spar International adopted it across 14 markets. The 2025 commercial wins include Whole Foods, Eataly, and Circle K (Ireland national from January 2026). The platform monetises retailers as software customers rather than just taking a cut of bag sales.
That changes the company’s shape. The consumer app is still the funnel and the brand. The unit economics that justify a €200M+ growth round, though, look more like enterprise software than marketplace commission. Investors who underwrote a consumer-marketplace thesis in 2018 are now buying into something closer to a vertical retail-SaaS company that happens to own one of the largest food-rescue user bases in the world.
If the rumoured round closes at the indicated size, this is the year that pivot becomes the public-facing story. The Tokyo launch is the consumer-side cover for what is increasingly a B2B software pitch.
For the directory, the read-through is that Copenhagen has now produced two B2B-pivoting consumer companies (Too Good To Go, Pleo) at scale, both monetising through the same enterprise procurement channels.
Updated 2026-04-30
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View all companies in CopenhagenFrequently Asked Questions
Where is Too Good To Go headquartered?
Too Good To Go is headquartered in Copenhagen, Denmark.
What does Too Good To Go do?
Lets consumers grab discounted "surprise bags" of unsold food from nearby bakeries, restaurants, and supermarkets, diverting millions of meals from landfill each year across 17 countries
When was Too Good To Go founded?
Too Good To Go was founded in 2015.
How many employees does Too Good To Go have?
Too Good To Go reports an employee range of 1001-5000.
What industry is Too Good To Go in?
Too Good To Go is categorized under FoodTech.
Is Too Good To Go hiring?
Too Good To Go currently has 57 cleaned jobs listed in Silicon Valhalla.