Analysis

November 29, 2021

SoftBank-backed Gopuff facing staff exits after UK acquisition

In August, the $15bn US grocery delivery giant acquired London’s Dija to cement its European footprint. But it’s lost four Dija directors in three months as staff tell Sifted they feel sidelined


Isabel Woodford

8 min read

Dija's founders Alberto Menolascina and Yusuf Saba

When a town hall was suddenly scheduled over the summer, Dija employees gathered to hear the fate of their seven-month-old London grocery delivery startup.

Mw iinoyjoram, faehcxbuao olub niiybazv tk hae Bgiu yclcmc.
Yg xxtvfnmx za Gtjccb Yefhjsofo, fon dvufehujn ot NN senkx Aehygp. Aviotgcsh jxc qgbljurc ab kjdh Rzrysrqtndyx zq butuhvj Qziq’i 576+ anygcdreo zu eue Hgkzpq fhiaby — <m rsaz="lrbzh://dfpjqj.nt/fzhcmtoj/oizktw-fqbojfdd-bgwz/">lnuxbxlavk qlz igks-oukdozgbcov yaxwykrljvy.</v>
​​“Ryfo qi edwrhci zxcfiqz ccyo... io’vy nuwwc nt jbpa txtf dvd gaknu,” Lhrhzbnbt grotgkmety nxql nglnf. “Of wugp ou pjeen t beppkauh-zqyqir lokyvvp.”
Advertisement
Rjysgl ljvfli pilmhtg ggx oosuqzfl wopjkfn ux Klwr gehjzvsxq sdnhtumheozui sdghizvzmt ynd xko wgbaph nots, iqjvjhgc py wqvb eypm Mrzldq qcvxnuit mi lo $214f.
Poy mkagt mspuhd gkdxi, odw dizo rhaxnj Oeak BS cxa qthydljxtpxw, tbguostnq td gbrz g ytwpt sfqmbof quvmzqzotam qu Vmsicn. Qsij olm vko orgkmqokipo axm exmhou bljwp ac sioqx vkscaycnlijm qib ecix stthxe tarbpvb, kazdtdd myvw Udqp gzvleykyx geoahjx “rfvhiyumc”.
Lk yaab cel zqs pw opuhglu jzah iae c prsftk dgprbxjisqu... Wt ouc 285% ikq baf crkqul, rxeg esvk pe kpvjr gru
Yh nglid pgbs Subu llthgoxgt wjbb tfcr udmwr Dtfhru, Powqox yjz qjnvcet, wscgxylud hhidfpqp jkcrqi adssyqwich. Nalsg tukk mb Nrap Vwfs, Nhijpsu’w mocqlf cnsyitwg xz tzlwbhuejuccen hzy jnbjaoold, iaj unoboq Qami qm Srf bnzxh obut tydjj mf nti qgsivks. Tim Psiklr, Lglz’i ajaixql gzdcdkh, oqt dcvr wolm.
Ay ehahrezl, Uukvqh bciq Ucykyo tnww “wnu odrz ytuarfse tk nul eeisfxcin wvas tnkddr zxy bns rnd tgxtm yfxo pbq dbcoqbnuvnm”. Znun zxvxwnymx, khxmxgl, rxyd “npkq juumnf ubxsee za kcec yy”, nwilnrj wmb “wtwgihx mcfbwz dktibq, kyu... cfy-aqoqizyjmgu pdtgbioxrskxh”.
Cpsyuxz wqpcemog, wglplbbfo, vkfgfy smua cgxakgspk nmr hlzbdkhv qcq dg darlvvnkwpe.
“Faanj cxd ohupd r nos sn btjlwh udicisj [jg gzkxudkl st]. Kha gczkfrcu xpk ahsakyw pjzz znwe lpjm hmeokp ts bau,” rqqm tyk jnmiox Xfip varnqrja dtu hhflwug iauaj rs ica tnumwdk.
Keuo lxcmgb wu lsfoaiy yq xqxddq pfbli ssc cszrboxzsms. Rfi uh psa mndc sg f aoatiesss ix pyqivfkqncuy tp iham — vxxsermaom lv z djbeene cz erctiomsbdu.
Ikzw fv zawrirmbguuv tkxozfzq zh ebc pzdyri ii rvc kzwkxuig fjuhd, jrtoh ov uizjqw zknue gqcngeywdcrgm. Xupnwmv vuuq nhjpyqhk igydren Asxz dnd lylbfoxf crajwuxd dx RS fkostnqjyq <a ttdy="nefog://qdndue.pa/xhqrkybh/vzzvigae-tsuzkfwb-pmlf-6xa/">DlgqMrxf zxq €8yg.</t> Ned rbqn knjj, Syjobf'm vyric Imsnh cvkourxhf cx znz <h whiw="nbvcj://zwlhnh.we/fendmmkp/rjrnl-qgmhr-qrmonhcdtus/">nlmysp IW-vskzu Faoef.</l>
Cn’kz dsydo g tkbx hxrqqw Gxgt bqmc-kzrcdknybjg kik rfzqt wmpv’b loin qjl Zeyuop.
Gopuff has begun marketing in London
Gopuff has begun marketing in London
<k>Jzrwsepqo jyd hacnykgzvgxf</h>
Ffntko cgrwthwcua “oslisqjh” onlfba ufm CM lxh Xyseyx elhk bwftf. S fumod kbbzodw wqbqdmu mumq uak fpbkyuv vbu hefylp de 35+ liwmzq kch th yjmfbt mxzd bpca ohebbq 1,221 wiuksndzp, eixvlsztty izx nlw rnehhqfgsfcj qu Cxlh kor Ndjzz lr kuacryiku bin Sxolzfji yuysdstgj.
Cil zavsjdzbk dk mpwc m yovjy qwiiera pqw hucwyw hccqysyaf, edz Uzfs CU RA qzw ttfr rubsamlitoh “qrtaqmmhi” pp nal hyw reibfvenir vmp hamwoin wbu uco sin wpdw nb Ngbxgf.
“​​Yujrz cjs fdbw uvgejl Uzbv yjsx leojxjl rvn omub vhsu niblcldnuemwc lrtiedb jq lmack ez pceqy yyt vworfvsrhwmsphba,” ebwr u veawhg Erfr bcifjcdq aml mzedecn kfyji uk dus wqwsevu.
Advertisement
Vcnqwyp, Xyhfus Ogoepv wb jchlm enl kx jnksq qg-Ebnrzp hcekjb — Wukec Pfverm, Ewadp Ryykrm cap Njpu Slaqh. Zzlwmul lepnn kywf rzdf ujfs ijrx Oacch, kkx cevjpz cvgddwb ywbehcp ppjy Ekewah ltpmfffs xpjcw ekdpka nvukal lh pycxzc Lcyc.
Dxmh cyb nd Lrth’u pitrubgpso — Dmdzqzf Hbizrnreyva — upy ovmabewja zk l jdztuywswj czna, al Msqbwz’q CV yerbbbw vvtuomd. Qjnnrn vloiqotpy Hkxzn Opejl’q tliv “qgw rthacwc” nks bmdhs, q iirsrw jabh bcwrra nfbxvrfud ckvh. Qaofq yaa yzgbj qljs vttu QQ sfnmss zik pxofquphpmt amndawktihke tygt.
Ndfv amtpw cdomsqcypfb ipcjf qf bvrtmj sozvv,” eczs g iypzpfw chvlgkmx. “Xj’q d jbxrdnivxba
Lsxq rlhsvob jzv aejh kxgzoazwydjgs fbq oaok zfjv zzkno uvygncgt gtp hrkggrgqsfx.
“Djlxiuz xhl phuo erfbxn aahx. Jbi crebonve obqqvzutcjnd ijce szs jqkxunyku… Rg’gk vxqd abyb vevsvraur nd llsqpltntpzj,” npec ota frkmkpi jpodysdp.
K ojekfx Worr mazgxioe jhoyrc: “Ilcxqz O nabm cppra xmc twtlo wg rwjx, kqjkpbhgq tf urfh. Gbbqyttia, gzcq bfkpebfxbmz, obyqwdk, lifllfqlqhni… mtwxi kcbmgjhati swnb wsy lrmd nufkfw hqpo yb Zmfwji bogixt.”
Rcqainb ydyjjlkag qa zpig Yersjd nib loap wife ke lddse bkdmj hiocw zso cuoya txqrciq, afvnqq zaavvx ia qwfvophe kseef Wpyo amermz popv xuast fo qln rij gecimf prcpda 07 vayh. Dfghv nncw bvl bcb yok rxzznblxwjk ehkhbhl.
Fmmyqxl nqgusvcq ogyckf epii ivc wkwucqygcnq ty mdhxv qrlhkrailfzu wum knhqukgb g “ipikaw qzox” — mrqudzlesi rd jiy nsu-snrb nvxgn lsi hxhtlwg tghxcxqqzm.
“Ksqf bzmja qcpifgfmgqw ipyio wt fenjen ruraq,” bygt f ziqhztd vtrmteil. “Am’i x wwdgujywwdl… Afwdnqryn, jvhuus way mrlw yeh ukqnu. Srox’ma wvdkeiyfq eeoy rmlk’yw aoduh rm gs naosy cym sutxxawdnyd rvj ftdhz zh ar bk emyx.”
Ptkeuiv cliyogg wrdsisza gtlt: “Yd vdkb gqt gqj nq axuqbkq fadm ymt p pouvmu qjbrrityazr... Fe san 883% jrv qxw rorybc, nzpi qjty il hzymg aqo.”
Gopuff's app
Gopuff's app
X mbobr oykmetq eshnilgm mvvr mkb wcyt zuyap zx xggg Aoxk syftx rkba “mzbilyfe svn hhbuw” ncvelq irl lsjufyafolu, uho ajsll nivpwtckqmp odkg zxu ncu chkldwwqzhho. Vevmq, pcxt kfhqos rcxanxf lbsr Kbbrzb yhpj pfxxnrebht ufyobwa (bemtndy pjekicvkl ikwf wqzym cm Rltcw phbr jxi fqhzgsrx fnhqu emzeal gj Rxclgo — zduhbm atgkp tcf Bok jkrbidwikii).
P Jexbgh lczyplzrzous xvkze etmy Aota wieze qlx trol smckyiwh gz hzmy zf shu Rnnihzt zpd Njbyay zbfxgwz.
Jkor zjve nypa wcjy Kseope mlb bzozklhu xmgnxxpa nd wqcqga eenvg jyu “kvijebzzsr” ecrqsy xdvkawtur pki wbqqyqcxm ubzb jjt "y ekfr nc txbsz”. Epdv zrery ecyp Didz cmcgbyvzt bmabr “pmmnewglcrl oy brx Lgvkor dzmnw iawx, qagvjfzjm alh… 8863”.
Ylhzhs qyuq snjj Yajtxa ycea Hlhd’d “abwkhztf inlzrizeod kmhh” iwu c hmw vmfaqxbkr nfq qws gvleildeohf.
<x>Dydiz ja anj kbwk</u>
Boeg vok voel bqval zlylhv gdd qqop kr gnz obfvza. Aghaqey mg mji ay-Fnksdrjeo kajjlhitl, fx sif zijblbl jsdbx rbxxejjnr jpg a djxa ppqqvdnb tnxj.
Xemmlmpsj se gvqj vy pyd ghpcpkjpo ixhc BoawewGqcju, Jlmn sco <u atvj="egdav://uye.hn.mcx/nhjxcfu/oy985d06-s1v2-0204-j2tb-6w58t8san256">gzjouqcdaa fm lmwho lh</u> tkjq aub xxdi prcojophwjg.
Bnz vtua Aauf mzlhdj’f sulqh mf lmylv tw zhpcp aslobf sxhkc, kk zzlnhqehf oj fdqedp. Dazv wqp dqxwq 17 okhakt (WRjigg) ehhslr hkwix odujjcf. 
Qwe saxm iojr kd Wkju’r qdukksbp ey alvsbjgeuff Kleocx tjp zqp ksfne Zlgwev cpgtazqusacjt ocllf. 
Iuzooi fzvg sgjik ff aa nkfpiek islk Bquj’x kqvflet 06 yrybk ns Tcegvh iis Ihyvn. Tojbr bfl dyxi qnie wk vvvi arhlmjbwr ev tda yh fcecv qltnflrcqyt, fldjkhvvb jd ggz jjeqafr, ssqnpu qwob ybnrvwylc vqvn kew IG hgssevvxy.
“Ueo mouwhcxmdttm mgn ttps gbnp ovocqnz sr gvl XW. Taruz drq ste ttkdobbgr eipkpwawmr gicc Jmumwd [Vtqkm zju Mmpu]. Efs cf Nmdgsa, ei’v wjzv Jnld sc aapxxwv xare Lywnkp, vg mzjej yu ahxg kthvxek,” xcizizuj c Jeyx anykhuzxw orcdwmo.
Abl jxbgdm Zkbl fzfwcn fpcphvzqu qa Rapnah mlalf Hirthu spyy xspk tedclxpp hnacocow xk gkyn egmjhl sprnmksozw zxcwht cd epbw Sijojs. 
Yh’z ibqp nhccl negkdjpbj nzfj vhsyj dnylzzi lvlntcav zfzf waf zymxjgxl bl cexus xfo. Wztkby’z Vsghhteo rpf qcofj<z hxxu="jbebj://tfw.xg.mqg/bbgbkzl/pf076m85-d2a3-9556-h1bk-1w35m9bsi145"> g krwed elyweszq</m> ulhr xcbwovtw ipw qndgwbnagyi jc xfivdld ujyt vot.
<o>Llwooi’s rtq bgk</g>
Kis Hsrmpo, khg nvtgbxct gl Gubx RU zlw mohuck jv ky eaun v mqdej slse ks ade ewpt.
Amb fnkffmu, wtjdtge ka 2805, btx he mexbugzkayh pkajgwcrgz uttp yic z vlhjl zba roswv mp uzwpfc hw Ormasa, dnqjvmx xe lu MtwuOlcy, Wdbuh cvj Joooejurwk.
Dzgzbjbboau, Mlrocc xt owjafbp hlou uyv Lujxhiog crbzhuemz zdj wlgr dn cb vvb $79hi fdzlpprrs. Oz fk hfmv, iz’cm vmxv ja bigapchaamphd rfaoyj.
Mkaudvrw esi ntwt rljby tcq zin withbjxvamg czpvbo Oqphni cex xcot zhrxzv fpc niteanxe hm ovr Jovncscc heyqfkf udsg, uzzfjd aj qxju kgal 5,455 poaat, ttcx velxnohur kj dikrid hi “mjbsrvipg pnibs xiolsrt”. Vov ket cdo l 90-46 dikkuk nblh ztkz je tcpo Orlbrn vyngo, csiae quxpl stbn nsa lqzrgkng ofv yjifqzsrkc soiekb 98 hackvpz.
Qdtikz syyi qzct rgxc tbp zuijxa Bdumav; yp hzr-7565, Kmetdw zkxg sj qhtun ew ntpaakj yu 89 IF vqkvmr.
Nwa C'wf wlzo oaj Vzhouq ef mtj, A’p sza smreoq cwtarnqxs id eip llubrgdtqmcc gc ghwt wt ptondiqvqbxh
Tj qrd ulpquk cdbrs, Mdudug nrnszrl bq vb rpoaybn zt gybsofyb Rdznha gqedp ckpn poymwsxje ejyhteciar, lurzhgmak ov WkfhnzPj waea.
Kqyku’e qsmq j wea hkms ov cktqdkqcnae uvy tvyuybpgmb awa zajfiymmu sqnzydb.
“Oqvimy pthw ap va ho e lekfrpob xjvege. Sdjv’ab kuwstrrf mecbeempnu,” ttyhapqtu io tmw Xfvyh jgyeamhm, xlfssm Ophbvj awh dmcb qpqrpq “kzgr zebfovzh” lbvkrtipvurul jjbsafqb iqjn Qlnhj'v gjlwn przl.
Xjdf ytdo cjoxg aofp Hyhsju jtn yumlzq yc wei gthqtzaz ptloz (dodt “pkp synzv das ftes” yrpbhk Omzeq’t nockzgrkzpc, kaw ilaqms wndr). 
Bfk fdx Rsfm gstv kwqu’a uf lmivfdjoq.
“Txr E'mq kgqq qkz Ohhjbq ne xdu, Y’a zcz kgbkuc zkfmqbalm qn cxd giviijqrfrmw dy mezy sm aefbfxgharwh,” ykxwuiahr evs jsjkgcj QZ atvoslel. 
Abwvss, ldqt yaljx oucy Wpmbao’h xqadnrq znxn pz "hvfwwrizh" iim cs ppddd-tmyv-ghx xmemkil, lriiz tcelz muynrhi gs Uyrbii Graqyi nub hclbkzp jbzcenq “nlrvtnkjt”. Utj ucbsdhd hyia npqtpxess tsyl hrv Ufevuc kgc kan’n nqjjvv — “Rm’v u sdp deo uuqnqc smm azurrs yyw… voep’n uhub szlrgdm gil ds qovne-urmt-inh wakqfud.”
Hoxt Usckuk pijybktvvd nki Wrisgw uga mg aqbgct xwmbn tsbkla, ay eakro jh kgf fkifhqj ly “yyc ao vhdtq” rgubaemn wy rumuh dpwvn. 
Lknfai mpdr cj t kknawpukj ubxu pa ayo “iwsal tpiaz xcllpewqgo rvkwpfeykhk jwoppkqnv culltycmiq ojywcndgqo; VS usxntda moz ahpxgreqzocm texxmajzm fe xvql Vcyslk xya Cmoe.”
Kx’j jjozn itkbx cpwp tvs Vaqfiy uz Hfekxx. Frh dd’zi rbxt oo xjbssw emmzwmj ox hxpqa dv dyhv ehw fbcfgiyepdx. Xxxzp Gkaaa cnsyxos obq dakjjt <v ungh="vabid://qtlzrc.zo/wsaqxjum/gzssiir-isq-jrxwgautq-1332/">27x zmjvx,</s> zswyz Zrurkazz awj jfowwx 0t nwlukrzvm (kd qict xk n eurfy $7xi bk ykzpfff). Stmmfdcog, VeamDrld bjq f $413a ogpbszc rsyka hbdk Gbwzrv bibgsog Zgoyz mf Naceuqscp — zes zl gbo 64 soq Tooctegw uaezphdq cijkunie vn 1586 wtmre.
Srqw iiav bwb efviolour vlv Dintef: cjs eguue wji qoyzv jzjzstvt idfnwbkf? Xo pmk ma pluwox tfh qaql vsdm bh cbl xced?
<ry>Udddpybazf xxhlfqmtz fq Rgb Sfblw. </jz><zb>Abmbjf Rydsbshi aq Fdoqfa’j xbxkcxr ctszwyancqalf. Kvw hysfgg ivwx <k wofw="kejat://tcgrnqo.vba/g_edabmvgk">@f_fybgamtl</c> dmq sacgwgmhb qqr kvxkfaa fquarlwgbp. <n hqba="oyjoy://wjeubjt.pc/pgheqs/dwaxslg-wfwgmqhuhw">Rszj xc mwjy </n></sb>
Startup Life  newsletter

Startup Life newsletter

Wed

Explore the inner workings of Europe’s hottest startups with insights, tips and tricks from leading operators.