If you want to look at the positive: Getir has paid the lesson so that other startups can now benefit from these lessons. Getty/Jasmin Merdan
About the author Peter Kiefer
Peter Kiefer has been Managing Partner of PUNCH, one of the leading strategy consultancies in Germany, since 2020. With evidence-based approaches, Peter Kiefer and his team contribute to successful brand strategies. In addition to Melitta, the references include companies such as Guhl, John Frieda and Euronics. In addition to Burger King, references include companies such as audibene, hear.com and flaconi.
Getir and other delivery services are currently experiencing turbulent times. What began in 2022 with market consolidation – namely when Getir bought Gorillas – is now leading to Getir withdrawing from Germany and probably all other markets except the company’s home market of Turkey.
This is of course due to many different things: a business model with traditionally poor margins (retailers usually have margins of less than five percent on food), which only increase to a limited extent due to the distribution model. Then coupled with a relatively small target group. Because fast delivery services work primarily in large cities. This is a problem in a country like Germany, where just 13 percent of the population lives in the ten largest cities.