As explored in Feeding Tomorrow’s Consumers, part of the New Food Frontiers industry trend, as well as Reframing Rare, the reduction – and ideally elimination – of food waste is critical in future-proofing the planet’s edible resources and feeding future generations.
As key culinary influencers make sustainability top of their agenda’s (see Meet the Future Chef), so must all brands and businesses begin adopting methods to streamline their processes and harness all available edible assets.
Along these lines, newly launched website and app Too Good To Go enables consumers to purchase unsold meals from nearby restaurants, cafes and bakeries (including Soho-based Toi & Moi and The Potato Project). The meals can be collected up to an hour before closing time and enjoyed in takeaway format – presented in boxes made from sugarcane. Meals are sold for a minimum of £2 ($2.61) and a maximum of £3.80 ($4.97), making them incredibly affordable (and tying in neatly with ideas explored in Rebranding Budget).
Since its launch in Denmark at the end of 2015 and its subsequent launch in the UK in June 2016, the initiative has prevented approximately 200 tonnes of carbon dioxide and provided thousands of pocket-friendly meals to hungry customers.
The benefits for restaurants joining Too Good To Go are multiple: membership is free, waste disposal costs are reduced and sales can be radically increased in the final hours of the trading day.