In a strategic move to concentrate on its core market, grocery delivery company Getir has announced its decision to withdraw from all markets except Turkey, where the company was originally founded. This decision will see Getir exiting the UK, Germany, the Netherlands, and the US. These markets, which represented only 7% of the company’s total revenue, will no longer be served by Getir.
Previously, Getir had already pulled out of Spain, Italy, and Portugal in July 2023. Following this, the company announced a reduction of 11% of its workforce (2,500 jobs) across the five countries it still operated in at the time. Despite these changes, Getir remains committed to operating within Turkey, the market where it envisions the greatest potential for long-term sustainable growth.
In a notable acquisition move, the Istanbul-based company acquired FreshDirect, an online grocery delivery service based in New York City, in November 2023. Reports suggest that FreshDirect will continue its operations in the US.
Since its inception in 2015 as a grocery delivery app in Turkey, Getir has expanded its services to include offerings like GetirMore for weekly grocery orders and GetirDrive for car rentals. The company’s rapid growth has led to diversified service offerings, catering to a wider range of customer needs.
Regarding potential job losses in the UK, Getir has not yet issued an official statement. However, reports from Sky News indicate that Getir employs approximately 1,500 individuals in the UK, including warehouse staff, managers, and riders.
Explaining the rationale behind these decisions, a statement from Getir highlighted a recent investment round led by Mubadala and G Squared. These funds will be instrumental in strengthening Getir’s competitive position within its core food and grocery delivery operations in Turkey. The company expressed gratitude towards its employees in the affected regions, acknowledging their dedication and hard work in helping drive the business forward.
