Research shows strong consumer appetite for practical solutions as convenience giant rolls out surplus food initiative across Ireland.
Circle K has launched a nationwide partnership with Too Good To Go, the world’s largest marketplace for surplus food, in a bid to curb food waste across its Irish network.
The move comes as new research reveals that nearly eight in ten Irish adults are concerned about the amount of food discarded by shops, cafés and convenience stores, while almost one in three admit to throwing away food bought on the go at least once a week.
“Our customers want practical, sustainable solutions that help them reduce food waste in their everyday routines”
More than 120 Circle K forecourts are now live on the Too Good To Go app, with plans to bring all Irish stores on board by the end of the first quarter of 2026. The partnership will make Circle K one of the app’s largest collaborators in Ireland.
Food for thought
“Partnering with Circle K is a huge step forward in our mission to save good food from going to waste across Ireland,” said Machaela O’Leary, Sales Manager at Too Good To Go. “Our research shows Irish consumers care about reducing waste – and they want simple, convenient ways to do it.”
Customers can reserve a “Deal for Two” Surprise Bag via the app, typically containing two sandwiches and two pastries worth around €15, for €4.99. The initiative aims to offer a convenient, affordable way to enjoy fresh food while reducing waste.
Gillian McGowran, drector of Market Development at Circle K, added: “Our customers want practical, sustainable solutions that help them reduce food waste in their everyday routines. The Deal for Two Surprise Bag provides fresh, great-quality food at an affordable price, ensuring less food goes to waste.”
The Too Good To Go app allows users to download for free, browse participating stores nearby and reserve a Surprise Bag for collection in a few simple steps.
Business lessons:
- Consumer Insight Drives Strategy
Circle K acted on research showing 80% of Irish adults are concerned about food waste. Listening to consumer sentiment and aligning initiatives with those values strengthens brand loyalty and relevance.
- Partnerships Accelerate Impact
By teaming up with Too Good To Go, Circle K leveraged an established platform rather than building its own solution. Strategic partnerships can speed up execution and expand reach without heavy upfront investment.
- Sustainability Can Be Profitable
The “Deal for Two” Surprise Bag offers value to customers while reducing waste. This demonstrates that sustainability initiatives can also create new revenue streams and enhance customer engagement.
- Convenience is Key to Adoption
The success of this initiative hinges on simplicity: download the app, reserve, collect. Businesses should prioritise frictionless experiences when introducing new sustainability measures.
- ESG is Becoming a Competitive Differentiator
Circle K’s move positions it as a leader in sustainability within the Irish convenience retail sector. Companies that embed ESG (environmental, social, governance) into their operations gain reputational advantage and future-proof their brand.
Top image: Gillian McGowran from Circle K with Machaela O’Leary from Too Good to Go Ireland
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