ASO AgencyFood & delivery · US iPhone listing
Does their ASO suck?
Listing creative score · first three captured iPhone screenshots
5/10Fine. A dangerous place to stop.
Too Good To Go opens with mission and recognition, then finally explains the local offer. The surprise-bag conditions matter more to the install decision than another large award block. Make them easy to understand.
Gab’s verdict · 5/10Gabriel Machuret
One storefront, one language and a dated capture. This is an independent editorial audit, not a client case study.
Gab’s take · Five criteria. Two points each.
The mission and surprise-bag idea are distinctive. Keep them. The buyer still needs the practical information about collection and variable contents before the good intentions can become a confident reservation. Lead with a real local example, enlarge its collection window and explain variable contents before the reservation action. Keep price formatting consistent. Good intentions do not replace a clear purchase expectation.
The mission precedes the practical collection benefit.
Browse and reserve appear without a completed handoff.
Decorative captions and small panels dilute key conditions.
The sequence progresses but price presentation changes between examples.
Surprise-bag scope is useful but insufficiently prominent.
0: not earned · 1: useful but incomplete · 2: clearly demonstrated. Judged on the dated opening creative; public metadata provides context. These points assess creative execution, not private conversion or ranking performance. Read the scoring criteria · See all ten verdict levels
Inspect the numbered original, read the problem, then compare the proposed fix. The publisher’s creative stays unchanged.
What the visitor sees → what I’d change
Look at the original: The opening is mission and recognition artwork without a visible reservation screen.
Why I’m flagging it: A lifestyle hero and award occupy the opening without reservation detail.
Pair the mission with a readable current bag example and collection benefit.
What the visitor sees → what I’d change
Look at the original: The interface provides several decision inputs and includes a Delivery tab in the bottom navigation.
Why I’m flagging it: Distance, price and pickup window compete inside a small screen.
Zoom into the information someone needs to judge a nearby offer.
What the visitor sees → what I’d change
Look at the original: The screen explains what could be included and shows a specific collection period; its dollar formatting differs from the preceding frame.
Why I’m flagging it: The contents qualification is smaller than the reservation message.
Enlarge the actual variable-contents wording and use consistent market pricing.
Proposed copy for discussion. These are not current listing fields or tested winners.
Observed listing
Rescue meals, grocery, takeout
Proposed alternative
Discover surplus food nearby
Name 30/30 · Subtitle 28/30 charactersRetain the established mission-led name and describe the local discovery task. The subtitle avoids implying that every offer is a selectable meal or that a particular discount is always available.
The tradeoff: It removes meals, grocery and takeout from the current subtitle and does not fully explain Surprise Bags. Verify service coverage and whether nearby accurately represents the intended US proposition before a release.
Read the sequence from top to bottom on mobile, left to right on desktop. These are message-layout sketches, not screens from Too Good To Go or tested results.
Proposed headline
Put this in the frame: A verified local offer showing variable contents and a realistic pickup window, with sample data identified.
Why it earns the space: Explain the model at the first decision point.
Proposed headline
Put this in the frame: The actual detail screen with collection conditions and relevant product information.
Why it earns the space: Treat timing as part of suitability rather than small print.
Proposed headline
Put this in the frame: A verified collection step and truthful explanation of surplus-dependent contents.
Why it earns the space: Complete the journey without promising a fixed meal, a universal saving or quantified environmental impact.
The test: Does a transaction-led first frame explain Surprise Bags better than the current mission-led opening? The sketch gives the designer a direction; the actual product and access conditions decide what can ship.
Bring the listing. I’ll help you decide what to keep, what to fix and what to test.
Observed competitor metadata
Big deals on fresh food.
Flashfood names grocery deals and fresh food.
The lesson: Surplus-value shopping is relevant adjacent intent, but the metadata alone does not establish identical contents, checkout or pickup arrangements.
Observed competitor metadata
Share more. Waste less.
OLIO foregrounds sharing and wasting less.
The lesson: The shared waste-reduction motivation does not make community sharing equivalent to a paid Surprise Bag reservation. Explain the actual transaction.
Observed competitor metadata
Food Delivery, Grocery, Retail
DoorDash names food, grocery and retail delivery.
The lesson: This is an alternative for obtaining food, not an equivalent surplus-food service. Distinguish the pictured pickup-window and variable-contents model without claiming Too Good To Go has no delivery offering.
Intent candidates grounded in the listing—not fabricated search-volume or difficulty scores.
Visitor’s job: Reserve available unsold food while accepting variable contents.
Evidence: The third screenshot names the Surprise Bag and explains that contents depend on what remains unsold.
Decision: Prioritise a clear model explanation and verify dietary information; do not position it as choosing any meal on demand.
Visitor’s job: Find an affordable nearby option that fits the day.
Evidence: The second frame shows location, distance, prices and pickup times.
Decision: Make timing and coverage qualifications visible. No universal savings percentage or current merchant availability is inferred.
Visitor’s job: Use a service aligned with reducing waste.
Evidence: The observed name, opening mission and bag proposition foreground this purpose.
Decision: Connect the mission to a verifiable action, avoiding quantified environmental benefits without an appropriate evidence base.
The unseen keyword field may already cover some of these terms. Build an evidence-backed keyword shortlist before making a metadata change.
Three 2021–2024 accounts were selected for collection timing, local discovery and travel-distance expectations. They are purposefully chosen, not a representative reliability sample. Individual order histories, allergy advice and claimed merchant-system causes are not adopted as current facts.
Sample: 3 selected accounts from 8 displayed reviews. Dates: 11 September 2021–24 August 2024. No sentiment percentage is calculated.
24 August 2024 · 5/5 stars
“start and end time”
An August 2024 regular user valued the service and wanted lists ordered by collection start and end times.
What I’d investigate: The account acknowledges filtering already existed. Investigate current sorting rather than misreporting the request as a missing time filter.
Listing review source · Review ID 1164789017811 September 2021 · 3/5 stars
“map view”
A September 2021 reviewer wanted easier location-centred browsing and reported problems with displayed bag availability.
What I’d investigate: Verify today’s map and merchant-inventory behaviour; the proposed explanation of merchant automation is not an established cause.
Listing review source · Review ID 779555649312 October 2022 · 3/5 stars
“street grid”
An October 2022 reviewer liked discovering businesses but raised loading and straight-line-distance concerns.
What I’d investigate: Study current travel-time expectations and pickup reliability separately. A historical account does not prove a present outage or mapping defect.
Listing review source · Review ID 9176279121A displayed review can be old, unusually positive or internally inconsistent with its star rating. These accounts suggest questions; they do not establish current defects or typical customer experience. Use the Review Research Desk to keep evidence and interpretation separate.
A lifestyle hero and award occupy the opening without reservation detail.
Deliverable: Pair the mission with a readable current bag example and collection benefit.
Creative brief and current-product checkDistance, price and pickup window compete inside a small screen.
Deliverable: Zoom into the information someone needs to judge a nearby offer.
Creative brief and current-product checkThe contents qualification is smaller than the reservation message.
Deliverable: Enlarge the actual variable-contents wording and use consistent market pricing.
Creative brief and current-product checkDoes a transaction-led first frame explain Surprise Bags better than the current mission-led opening?
Check Apple’s current product page optimization guidance and custom product page guidance before configuring a test. Write your experiment brief.
1–3: thumbs down · 4–6: thumbs up and down · 7–10: thumbs up
The basics need a serious rethink.
Too many obvious things have been left unfinished.
There is a useful product here. The listing needs to show it.
Some basics work, but the opening wastes attention and under-explains the benefit.
There is usable creative here, but too much of the sales argument is left to the visitor.
Real strengths, undermined by meaningful gaps in the opening story or execution.
A clear, useful demonstration with specific refinements still needed.
The main promise is clear and supported. Refinement matters more than reinvention.
Clear positioning, thoughtful choices and very few loose ends.
An unusually clear, convincing storefront worth learning from.
An editorial verdict on the captured storefront, not a measured ASO score or an assessment of an agency’s private work.
No private analytics, search-rank dataset or internal keyword field was supplied. Review quotations are short excerpts; explanations are our summaries. App names and screenshots belong to their respective owners. We are not affiliated with Too Good To Go. Read our editorial methodology.
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