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The Spoon

Daily news and analysis about the food tech revolution

food rescue

JOKR and Too Good To Go Team Up to Help Eliminate Food Waste with Mystery Boxes

When it comes to fighting food waste, every little bit helps. So while the new partnership between speedy delivery grocery service JOKR and food rescue app Too Good To Go may only impact a small geographic area, it will perhaps inspire others to make a big impact.

JOKR, which launched in New York City this past May, operates a network of small, dark grocery stores that promise to deliver your food in just 15 minutes. The Too Good To Go app is an online marketplace that connects consumers with surplus food from restaurants, bakeries, cafes and grocery stores to prevent it from being thrown out.

Together, the two companies have teamed up to create “surprise JOKR bags.” These mystery bags feature food, groceries and pantry items that were about to go to waste at JOKR’s store hubs. According to press materials sent to The Spoon, the JOKR bags have a retail value of $15 but will sell for just $5. Surprise JOKR bags are available through the Too Good To Go app, and can be picked up (not delivered) at participating JOKR hubs. Since the partnership went live on July 14, JOKR and Too Good To Go have already saved more than 100 bags of food.

Though the partnership is limited right now, it’s another example of how speedy grocery delivery services are looking to differentiate themselves from one another. New York City in particular is getting packed with speedy grocery delivery as JOKR, Gorillas, Fridge No More, 1520 and soon Buyk all operate there.

If 15-minute grocery delivery becomes a commodity, these services will need to figure out a way to stand apart without just engaging in a race to the lowest prices (the overall economics of speedy delivery still need to be borne out). Some speedy grocers like Food Rocket and 1520 are adding ready-to-eat meals and ghost kitchens to their services in order to stand out. JOKR being able to tout food waste reduction with a little bit of fun (surprise!) and a cheap price could help hook its service with potential customers.

Right now the JOKR and Too Good Too Go surprise bags are only available in Williamsburg and Long Island City in New York, with plans to expand to other NYC locations soon.

Too Good To Go Expands Its Food Waste App Nationally Across the U.S.

Not so very long ago, the United States lagged far behind Europe in terms of the widespread availability of food rescue apps. Fortunately, a heightened awareness of the world’s food waste problem has changed this and created opportunities for food rescue companies in the U.S.

Case in point: Too Good To Go’s recent expansion westward. The company, originally started in Denmark, today announced its plans to expand across the United States, following a successful program in select East Coast states. The first stop is San Francisco, with 200-plus food businesses participating, including Mission Chinese, La Boulangerie, and Indie Superette.

Via the Too Good To Go app, users can browse surplus food options from participating restaurants, bakeries, and grocery stores at the end of every day. They can then sign up for a “surprise bag” which includes surplus items from these businesses. Depending on the business from which it’s ordered, that bag could include pastries, extra sushi rolls, surplus produce, and many other items. 

Too Good to Go brought its app Stateside in 2020, starting in New York City. The company followed that move with a $31 million fundraise at the start of this year, specifically meant to enable a wider expansion around the U.S.

And while the concept of food rescue might be more commonplace Stateside compared to a couple years ago, it’s still unusual in the restaurant biz. Grocery delivery services like Misfits Market and Imperfect Foods address the grocery sector. Canada’s Flashfood app, based in Toronto, Ontario, similarly addresses surplus food in the grocery store via its U.S. partnership with Meijer. 

That leaves a wide-open opportunity for Too Good To Go when it comes to restaurants. After the San Francisco launch, the company will expand to Seattle on May 12 and Portland on May 19. The plan is to be in “many of the largest U.S. cities” by the end of this year.  

That expansion comes at a time when the conversation around food waste has gotten much louder. In the U.S., 35 percent of all food went to waste in 2019, the most recent year for data. ReFED points out that “a massive acceleration” is needed in order to address this problem and meet  national and international goals to reduce food waste by 50 percent by the year 2030. That effort has to come from many different groups — government and regulatory bodies, food companies, restaurants, and tech companies alike.

Interested to learn who is innovating in that space to better help us reach that goal? Join The Spoon and ReFed on June 16 for a half-day virtual event discussing the businesses, innovators, and capital partners behind the country’s fight against food waste. Reserve a ticket today.