The Getir platform has announced an ERE to its entire workforce in Spain, divided between Barcelona, ??Madrid, Valencia, Malaga, Seville and Zaragoza. According to knowledgeable sources, the measure affects 1,500 workers, most of whom are couriers dedicated to delivering supermarket items in just 10 minutes.
“Getir has met today with the legal representation of the workers to begin the negotiation of the collective dismissal process in Spain. Getir will use its best efforts to exhaust any avenue that may arise during the negotiation,” the company said in a brief statement. , which will maintain the activity until the ERE is formalized.
Now a negotiation process is opened that will last 30 days and whose objective is to determine the total number of those affected as well as the exit conditions. Informed sources suggest that the number of those affected has some possibility of being lowered. If so, Getir could maintain a minimum of its operations in the country. However, union sources are not hopeful: “it is unlikely because we understand that from Turkey they do not want to finance Iberia anymore”, they point out from CC.OO.
Thus, everything indicates that the company will end its brief activity in Spain, where it landed in September 2021. The offer of its service, based on deliveries within a period of only 10 minutes, has not penetrated the habits of the Spanish consumer . Getir -like its competitors Gorillas (which it acquired) and the defunct Dija- wanted to replace the convenience supermarket, last-minute purchases at the corner grocery store.
In the first months of its landing, it carried out aggressive marketing and advertising campaigns on social networks and public roads to explain this new delivery method. The company wanted to become the European leader in the sector. In fact, at the beginning of 2022 it raised 700 million euros to achieve it. But two years later –and after unsuccessful attempts to obtain data on the business in Spain– it has become clear that his proposal has not achieved the expected success in Spain.
In addition, the multinational has suffered from an unfavorable economic context, marked by increases in interest rates and the demands of investor funds, which have turned off excessive investment and now demand profitability from invested startups. In fact, Getir announced a 14% cut in its global workforce at the beginning of this year and the brake on investment from non-strategic countries, as Spain has turned out to be.
