World's No.1* Nordic Food Waste Reduction App "Too Good To Go" Expands Service to 73 "NewDays" Stores Across Tokyo

Too Good To Go Japan Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Hiroto Ooka; hereinafter "Too Good To Go Japan"), the Japanese subsidiary of Too Good To Go (Headquarters: Denmark), which operates the world's No.1* Nordic food waste reduction app "Too Good To Go," is pleased to announce the strengthening of its partnership with JR East Cross Station Retail Company (Location: Shibuya-ku, Tokyo; Company President: Toru Takahashi). Starting May 11, 2026 (Monday), the service will be progressively expanded to a total of 73 "NewDays" stores across the entire Tokyo metropolitan area*.

*World's No.1: Survey on the world's No.1 number of users for food waste reduction apps.

*Survey period: As of October 2025

*Target platforms: 88 B2C food marketplaces across up to 65 countries

*Survey method: User count information published in news feeds, press releases, and official websites for each competitor was surveyed (in-house research).

*Across the entire Tokyo metropolitan area: Excluding some stores such as those inside ticket gates or within facilities.

Creating new customer touchpoints through food loss reduction

NewDays, operated by JR East Cross Station, began a test introduction of "Too Good To Go" at 8 stores in Tokyo at the end of January 2026. After approximately two months of introduction, 564 out of 566 "Surprise Bags" offered were purchased, achieving a sales rate of 99.6%. This successfully saved approximately 4,000 loaves of bread from food waste.

Furthermore, the results of a purchaser survey showed that approximately 54% of users stated they were "using NewDays for the first time," and their intention to repurchase reached 98%. This indicates that the app has successfully approached new customer segments who previously had no contact with the stores, significantly contributing to new customer acquisition and brand loyalty.

Based on these results, the utilization of "Too Good To Go" has proven to be not only a social contribution through food loss reduction but also a crucial touchpoint connecting stores with new customers, contributing to improved profitability. Building on these achievements, the decision has been made to expand the service to "NewDays" stores across the entire Tokyo metropolitan area (excluding some stores such as those inside ticket gates or within facilities) starting May 2026. The service is planned to expand nationwide as its area of coverage grows.

Make an "delicious choice" with the "Surprise Bag."

Users can reserve and purchase a "Surprise Bag" through the app, which contains multiple loaves of bread packed according to the day's sales situation. Offered at 500 yen (tax included), approximately half the regular price, it provides an experience where customers can contribute to food loss reduction deliciously, along with the excitement of not knowing what's inside.

Product and Service Expansion Overview

[Product Name] Surprise Bag

[Contents] Assortment of bread *The contents of the Surprise Bag may change in the future.

[Price] Approximately half the regular price

[Number of items sold] Varies depending on the day's sales situation.

[Expansion start date] Progressively from Monday, May 11, 2026

[Participating stores] 73 "NewDays" stores in Tokyo (excluding some stores such as those inside ticket gates or within facilities).

Comments from both companies

Toru Takahashi, Company President, JR East Cross Station Retail Company

"Since the service launch, many customers have used it, and we have once again felt the high level of interest in reducing food loss. Leveraging the convenience of our station locations, we will deliver an experience where customers can 'enjoyably contribute to the earth' during their short spare time on their way home. We also aim to further expand the circle of food loss reduction by considering further expansion into the Kanto area."

Hiroto Ooka, Representative Director, Too Good To Go Japan Co., Ltd.

"We are truly delighted and encouraged to strengthen our partnership with NewDays. In the approximately three months since the service was introduced, NewDays has ensured that many delicious foods that would otherwise have been wasted have reached the hands of users who want them. We believe this has led to a 'win-win-win' outcome, benefiting the planet, the stores, and the users. Furthermore, more than half of the purchasers responded that they 'used NewDays for the first time,' which is our greatest joy, as Too Good To Go has become not only a means of reducing food loss but also a source of 'small daily pleasures' and 'new encounters' with stores for customers. We intend to continue expanding this kind of partnership with NewDays."