TOO GOOD TO GO
Project overview:
This project is aimed to resolve food waste in china and tailored for the Chinese market, by connecting surplus food with consumers and foster a more sustainable food ecosystem in China.
By designing a relocalized and rebranded version of the successful "Too Good To Go", cosumer will able to purachse lefover food with researvation form restaurant, providing affordable food options in urban areas.
Background
The problem of food waste is intertwined with the management of food resources and signifies the intricate connections between human beings, as well as the relationship between humanity and the environment.
1.3 Billion tons
of food are squandered annually on a global scale.
1/8
of food are squandered annually on a global scale.
Research: where to start
Visible waste
Eg:the loss of processed food at the processing stage, and the complexity of cooking and consuming kitchen waste
Invisible waste
Generated by consumers' overconsumption, which is often overlooked due to perceptions and habits and other
The majority of food waste in China can be attributed to what's known as "invisible waste," and this, in turn, is primarily a result of variations in individual dietary preferences and habits.
Current solution in worldwide: “Leftover Boxes”
Users can browse and purchase these items at a discounted price. Customers then pick up the food from the businesses, reducing waste and saving money in the process.
Too Good To Go has gained popularity and expanded to many countries around the world, helping to raise awareness about food waste and providing a practical solution for both businesses and consumers to reduce their environmental footprint while enjoying good food. However, it faced challenges when attempting to establish a foothold in the Chinese market.
Challenge of relocalizing in China
China has a well-developed food delivery ecosystem. Consumers may already have their preferred apps for food.
The concept of reducing food waste by purchasing surplus food may not align with Chinese consumers' preferences and habits.
Key takeaways
In China, similar products are predominantly found in surprise boxes/bind box in bakeries or convenience stores. Considering that food waste initially was mainly associated with restaurants,
I believe that Too Good To Go's approach to entering the Chinese market should center on surplus food from restaurants.