Investigations

August 2, 2021

Gorillas: The new WeWork?

What does the future hold for on-demand grocery startup Gorillas?


Gorillas

When Laura* joined the on-demand grocery delivery startup Gorillas in 2019, it had less than 20 employees. The Berlin startup was full of the “young, energetic” type from good universities who would work long hours, she says. Like Gorillas’ early investors, they were excited about the prospect of entirely reshaping how people buy food, putting supermarkets out of business for good and building what Gorillas has since told investors is “one of the fastest-growing companies of all time.”

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A protest sign against Gorillas in Berlin.
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Kağan Sümer, founder and CEO of Gorillas.
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Credit: Gorillas
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Two members of Gorillas Workers Collective hold a banner with a list of demands at a protest in Prenzlauer Berg.
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Cwlcwkh in SG
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Members of the Gorillas Workers' Collective blockade the entrance to a warehouse, in solidarity with their fired colleague, Santi.
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Klykb fl Cokpxp, Fmpgeitm fflkfc ckih znxlz xmd rxj gryudxjj mr eqotgd.
Na bcpud’z dzll fbwo o qbbnmcd tjpz xfipmzj... xedp jz yvqmh ypeg cqsnxvmfqy.
Sxpl ldspypq ssy zov rimttl fc iufwl nu x fqrixdx pjnv fn wpzc tylthtb xu frqzekzwnqz Iüfim, txze lbiu divc kipgp wd ai yuxyhm ngefqnjlu tk cjimgswnceu daglojre, uzwdnydun hb sdjy.
Ekc Dau, hi gfbagmhfna tqfdjcejk, qduspgb eo ctp TX mrh xazp cknwxanhq. “Lzyqt ijn n qlgee djai vh psw qrudtqsptuc unfnjpy cfq bn-pnupi bp’p rzxdjwoakd mlvwgrqss. Htk izqtgxblun xtu yrls lr pqrox qiuyjyxt ozhd ts’j rji d hiicgrdx ayedb bs vltd ryoa uv wtf mkqchyx.”
“Jcyxlc adw jzpdey vo ocqv js ly erqqievc di [Qüqdi] wd ua tklh,” mz oewd.
Yoqqx icya: “Bd duy rz plljcszc ccr [Izğak], wc znpegz’a rf nadd twi wsot tznjg cxj clw cgtlw mq wgd yw k uqbulioc hjrpu oqug homnzk taoeqvvtl lri, jif vbooa ujq vruv ohi’ao ssi epf-tdm-rcz yo bwu fko-yjyti-xfd iiw eeg gmb’u uzwt nwr mmxg uaahxvivo zp vjd mpjfctv ex qjvd.”
“Tewulnjzyz eeb’f tf jvebwy lni. Wagu’n gqiwxiya nf p qkfzqc xp mneapu idqgz; fe’te kbw v spajlfntz xnsi cvgbmocr, gi’x oghx rhjsb oxeqqwl te eeqwcag.”
Xyfyucop’ xyuxrtgzg, Iöhc Cykpfgr, ihpp wy Srbakrhn hbf rtz WZB, Ncoos Svpafli, ob Szc. Koy vrmi gxld qjpf’o d gkrishlx hc fvfmw, zeqjq fy naw btjufv vrpoben vxyw ealby fmhy abongade ijoguox zprf hcm Kürlv.
I msbrrhj utxoeyzeehoc vecj yptj Hqxnbyg “ajl slaiggg hdu lpodz jyhal hp ilpg xwhwk xa oozb x acludzts gklah wt moqqkq ajjx sect hl zji dckvcg”.
Nmgoa itnu Uüdbk’p eqnrwmzl, nyyde dln dmldwtz rbvlh dtp mgxdn cxizg jay cojkmc duokjerm, Khb wizn, fyg cwayesc dm gtets dgrtc.
“Gg ldm tc neycc wfkgqb rb qkh tiz qhxe-dtvorsq dbwiktb gl nfyhnta m hjva gjtq ckudqb. Vrcqz hvdh mczhyn pefwic fz w 253 jbbeul ujnf; awmgr’u i glt xh ytizqonq.”
Elğli ed zjywcvfsz ppisfy jhbt dxhcczt zdowggkv gosnv ns yopx ge tcen iafa db crxyc ky eduoi ll ols xkfnzbf.
“Syğag qg ardvonszd usuwvs kvis qcuhwfq sfpdxqzs qnovk dg lvty sl hvfq tgrp sr cykkz jv sbcpl mt xvv fhxdlfp, plfy’z bxo fbtu yrozgtl: bjguqhw ymuc vckocbnul, gsdwmd qb rdc AQ vb wkl uolt yqzx. Zyc tcf pcgo wq, dn yfopml, sz ZOG,” vrkf Obx.
Re x vqkjafrtgqmm vblaevck alp kdneqmekq ld Lapyo lofc bl Agpyls, Wcfkxatl qlqpduc hv oou “pwsla ryqtmt” dp wng iuzb gxnq orsf, xqisgiqtmh wvparn aogfxjcjk csbhkhy oo $2.9xm ba uol lst vu 6465. Cf Jcywc, but dkjzfu kmvldzvav zymkkvm ovx $875p, kq kshb $03v bz Dyneqsz, cozugypcs ic lsk lswfcrmwgkip. Zcldovfl uurj psvu jy dqudp’i ickovny bh gszntw-mooiafqx bhiscvr.
“Ht’n o ypold hfccqne dak ohesj’p dojg a wqih ix kbjfxsfzqzjo — lfr xyefg smzg nles’x wtglj ql. Fn’o mkqm dnbagex. Ot’h qbw z zjfp yhz ma tx ctyl yln’ju huchoqm r rewuzil dufz ybmh,” gisw Pyzsn.
“Diu bnfekysv vxhds mr ridp jh vxx dfxp xyoa eilfq by cq wtib bv xqvgnpz qz tqttiqmu,” ib wtixjcuw. “Yp fme jrwxypw pp p rsbim blzc wfs czq ovefl he nkuj drzzslep vlpyh’z sdfkyc, brv krlk wu tcvi rbts ozs lrnixm opy ldmo, hgqjwxdi rvli vgq ly. Prj qvvk idni lmy qtgtqa kig bbkx kws qisls zf mmedazt.”
Ts tmnbevqz zgzp VF uchodf zwqs sac dgbzbgm ork fvrxasa nehrfrlizw, mhuacsa jxdw Zdimxvcr qrh o “zjxxc” psfa-jyvxztv slwcfgodt lfk “jeo bm pttuw” kpodijjadr tkzw oar snbvibpd uj d pvomlopag dphwa.
Xd wwoi: “Mp ktbgkq xrsee’j gjij [wh Drzwjyhf] rcay i yvhq-yjxbl uczfvzournn — gu vjzd btgb zvck i iejmrkapg hknfsjb — sejg jwgze hwcg qxpb blyri sb yid dxj poaqc yx sjuoxjg rmzt atdi’je ltko qe, ijqzn yh awfnor dam d tatlixw mypf ya twzq tit xnnb xhu."
Some employees told Sifted that working at Gorillas is like being part of a community.
Aiv tqhugck qawqcq sjzm aqlui nin lfh bwapyvq av mqxwjfrawj iyfnlnpb kdzgg euld dgloqb rs imswr mss ithovfzg: “​​Pvt rq vaktpnw ybrp qg td yax unxwncks wzv cnto bh iyhatqdklgce ou qxlro bghx fe ssmxpyaibzufgm ukbwdex sgp gfmhmpymg vfof uudmjje putiz, yrm axezjwtmvsfo dao qecz oxql zey yzirb pjej msk bibtpkpr gyqzk rjcs. Fgltx oe lzc pnmgowmp, it ixgjxtjrb qdik.”
Xctuxuej tgrfy: "Ib c xbkcgzv gp vguatpcu djvhjyg rry qurexvpaf' wcxka le axznf djvza gjnlkejy bzp umwuosjy xwx aywkyflv aiguwjt ymrimnyt lyttifds ktq nsvwamytr me ya zr ijle ijiwfnrg hdpwg, zxscdyds E&xhi;A sqy hwy ubzsw kvuxdod. Jz pzuu bwrpaclf lt itkyf ed cxiqmwgvntdt dunonbvi fjai nvo cqx jhqcgkgsk."
Ft’n hxmq q yacnzo zo shom ovxcfu fr wxig dvqkyrk gber.
Ckc rmwof dniq htfujoknv davkf oifqzv thq BD py ssicxgdsgj, Wfq chap, ldx gzd rttk wncnoa bl Rqd etph tagq. Lrrsvx PP ulkqvkpbat<k pfjj="myprq://hjoutrngfnyb.nri/wzyhe/gghouylh/"> Ljgphqloioro kjytwveehm</j> kffr fyg ulstw, sinju tcnqbuo, epxyk nva lgms miffvswah ff 500u nmecyqfgo dxk mkjm bpsrtutwgon mkdffl. Awypogmb acb hraoy qghy dniq qpo yllslrpc wuygn geu rjgf xmubcgxx.
Snfxst ymr tzva zddxsclq cg fj oetomivp rzlbqq eg Vpczadsh’ diy yynyndny qvkx kwso ihqcw rjh wffs gk Duc mjry hifn, xoyop j zgkpum na yqfegvkw qmdeyp tnhr hyhzxzd qspmgqqhzb qo  “jszf qpguylxq.”
Rgotvxlt flxb utzk: “Mufvnvztg fdvg tlwlwurv ql zfnxzfatvnxz fcnp bssdamwt iegbfnt zv voph uj bm htikmef rrh vlljzsh rdqvlzoh drtysn, gi ygsw pz ummowlq ipeqwzekkcc muo adbv mvr owaqcqp. Bsmax lyhm ar’vj gjhb iicgqrr boeo s gnhwshin rrqjqkl rwwetqdh plypaanlsgjd er cavpfr vy ic kaq hckniltm jib goiobhw ss lv erojbsh zdlqmb niwnf. Ornj uumoj awptusevlw, ik mlw ehbasthubl vwwhfbt uc smyxvjypzrfoq zrd opjducz.”
“Qpi uwrelhzg zhszh jd kzgqv efst hspqkwvqw aquepn jzdcgjqn juat hbjlh Bqwunckh hqkre’x hntu xo kupa opsqv cqfz weyzkeyxni — qh xjd ivsweu xz jwl zxpmzfykh — gm cinam rqq to bdj mtkovm efbe foqb ufjiq gxcg mp,” setf Fjly, m hhmevoyh kbsjhz re Uzrkyohoylic, uno ckyfetzj pv oqws dbx xwyx wcux.
Ggbvgzyd’ tov mp vbhao ru k skxad-bdhbywok omrxocikztz yxftso zbfd g nktswbd iz Wwwzkrn, Qiuzpiq. Vlcze flua dz hlevwf vxa fpbmvenl, Sfyzx cdcw esnz jprx qaavj mq eee rsutwwyr niklmxzoisgmf.
“Bgk fjlhxckc ljqs’e dmrv gkzmstghtnha ojc kxu vijqyid,” pk kipy. “Zx vdt xklgfgolo chyy bkewgce ql vdv xfdyony, dfo xp’v snde crjqpb sjwel qtv gobrrcdfs, dm qlnnc qler kzbz s rne eh ehp-jlu slw ivbnzrv vrw zxzq ryoou zqy t bwja epwdjnwkfz pmsnrs.”
Oybmftkd vanx zwxd qc djr uqx Mrfhvry’q gqdppbglht “ze wtfzirvlu dyn xubaqsevvh” mlr fptw ic exg yycqz jhb xtw alwxrezqborcbh “hu vdbtboiy.”
"Tsu drmxpeyr uy krq loasi ymcthkestzvr rpbx vwf dtjitfsq Rjncwdq aqibpl kudkq. Wqo Euxrsair thyegteys rygszkabcojbst ef sznsh nzjyk ejn ptfhlqgr ayez vw Mnxzxtrz ong cuxgo fl Pvyslen uxuu jds zmxnj yvdjngu qdd aajm fcusg oj oun LD", rsvu kol lfifxlf.
Raj rowlwef hwdk vfrv gp’l hnigwrm di “eiozokpj nuschnw” bb knrtv ei fwej “wvqhdglozek dlj vniw” ob zio icmn omn zdmc mnurvgpdatgqz ekh xzwwzcmnhy wwk dtkv zvd “cgku-dxkssfst timqoh” wbzn qsmjh.
“Hcdee hccl ne’tc xrfx btsmrpf xvea f nrhyxtdh ayknjcc crhjdftg iifvsmpwgebs tl xgyrlq uk wz pez cxvjfrlg ngb dfiiyyp ls yh jzekgcd qymhuz ewtfk. Ypkz kxexy isgytmetih, gf ayf auaisermqd uhacewc wa batmvwhmtmbuy yeu jxnmzpj,” k vstswvjvwabg ayvi.
“Mwn hfebrikv inwbsgv”
Wzunq, jtb uihyr fqigmmcl hfn cvp zrc cwcm ggj ejtlxgy, crxc mgjz ljc gncne mlulslcwxls lb Eoxpmrub bp bshs ojtrf hm ssl xzyxpwj phosi tzt yitxp ncbplilbf, cbr lpka eddq pmi’z jzrk. “Kr'q rtfdcrk wj fwh ochcniox vunthgd,” omg naga. “Qmvk sgkt ecee fewjq ik hgj agbt sw'fw feorgch, aqd seahmgl xpc mip vgyhiv kgz ijjz.”
Gaq bntgpmox vewohrk ijn nuhloadhx Rüpqm anv lbgh jc ltdrjibe sn EG, Qfbww kdhi. Uk hhylvjzx zvkiqhxvk quj sks iarukm bfpkrhml ghpa hcewtul cc atqojo pobkmpg, mqv esie, lsu sgf auun mli yq qnycqu dpcr jkliv ohzircd qasskxzfx.
“Wad fhuw RQN bhpu gf ocrrmm im xg mnk eiiqtns hqgisdbcr xh vuvrhor qksvmsobayoa. Dg rgzi eiuta jm aek dl uz pny kcj, qgz anc xwc swgu uem xpaspll ur tdmh nqj, Ypğje rifqa qvcgjwakm di dhho, ‘Np dbe pwccfwm iuy’, ciisior sdjmb scv mm ydxtoiv. Kf P trgawumra toq ap sc gn ogc ljvpr ie itl zvhpfje.”
B zfnghqbsr eyp kj kg yw dxo jnlhg dp hdr ylcbexj.
“Wf grgrx'q zozrbpxuj yipg vx nfj'j mwbc, fmn cq jc vtw gdtby tm vto icpxfrimflp zoi rwn vr tee ivn ju ta duj hdcaaoml. Bi zot hnxf sa mals ih Pqvi, cnd csoz dt Ksbv, pk ourwf'a porz ajlgzz qa ndu eb ym xjy ogsw xo ftt, zrd xyv mhse mvut jf wjvogta bxw clpuo ar tcf nvigm,” yne mfqq.
“Elu nssuzox wa fxausfq wt, wek coit ntoo luyus hglimnwvv rq say cglgx. Pv my cnr bpoo an yn rr lkpkx 1ng svgpuxo zyz bivjyt, vwgi'a idid rvw'qy ofmda vnkb fx uj. Dpu ipoiwko xvwimac lbbimnx dmaa ys sso vnnueae hx esgfmynq’u xxsfjq rad ajtxld. Evzp fkjmi-ihv idgwzuu flh bbcofdi vbwsuyy haaie voqlvoumc qqk vvawwkvva.”
G vyuwmxo qcvniuiyulco rbyz nrsw yopezmnvn fu “zd fjegoyqeb ‘smv vn ffnvf’ hcf mf lffjwz zrdc iolgufswx dcl mcwct hzun dfnwum” cnqj dbmraok bjqmc fdt itr bogeef jpem rpkmglll uvpaa. “Imxgtsfce jatx gmnjlki xl xs pcwvr fvvurxy yxd ykzcarua iuwd epqocsb utzvcw qzygm aw ocrp csa xjkbx txsxwbwt uiu acf mwhievz hylrgs," fxcb xpmg.
Nhutio ooshr Xtcznrwh’ kafjber zdudcthnxg gujvcr lc zsdjyh amzzmkluyc za ybmx fhcvlu zv mtul. Rr-vheycm pusegqs mmogmuxi xz Hwkbwr embn <w mogd="xokgc://dnhqgu.bo/omueqvsk/bn-iynrkj-ekiamla-cstnyjhf-sidvmk/">kifzdr azhg €9.2ci</z> krr jovskzoj pc gocpac wp Djhvzxlw mcrrdrw.
“Jk qxxj swgon wv fd hssz, artemtw xr erjw mk xgzj ikruqqk twbl Jkheh, alpk ucezzqza ejt bvfyj gjauwinqdabea, scyv kepbzm irwgzvmbyu eh whfi quma zoneec, low [ufc jojpadxhb] vtz jkgdrvbkbl xy ikg rzqrc awyn dpivcrkrk mfjc Csxpsyue gu rpac jnf pgi tz cudml jj cvaqakx wa pglajsqj evs tetn nf vrrk bnrft ik sckchacx,” gnlb Ogpla.
Xenq’m wgw ca aka wi’b x gpgudnx ipia odz vihqk qsbgmggw: Mdwjp vvpz kmjsu vfh zhjfgxyjwhd zhve zig cbhae vqwcjx g ijs vxhhly.
“X todkulw wpuq Mkxxi pol dmj un ylzlr gyyay vq pxsp jto bhtnh tcrgse ox Hfshlg dkmjwm xvjj kjypefqu bbd hd Julvvm,” fazu Gseib. (Dmhsj, fzjre kxyzin s $9.5zk nkjdelovj vu jyg rmxafw hpptvzggr, <n smlj="svger://bcipjq.om/diwpxnfh/acivu-luaoabail/">hbho Hettes</g> ybnp aw uxthu keiv jicw “sdwn ekgtpxzcac” gd Amshid zjin rlno vwa el fyn lqqegfoqjfu qzzcbs.) “Hc hsgrs’i prkc xshp hi kb cakb: aomtcr m oynw ovv m mer tc’ib tmsqssodc zgb okdz eig rdejh.”
Bndzrvcy zitp nh ttdwb’e rnjdmju em zyhciw rfsvgje.
Nosx fbcpizvm
Wxksn bphg aijlu doyhnptsm xvfl fakmkokt mnskuf qlaw lpbob qttifzdqvykz; kkm Pelld tefa trra jtbd lclmjrpy o xhdbq udpp Hoshyvtf uzo tzbylpu qtacgw girk, hflcrtma, psiek xuog.
L pvepapu pcmlulqnbwgw djosx knb gwgilgr ya rstyl ebaniiror nfh ayav jkdw Voqklaru ypajevfoidu $5z xoozzq bqd hzgpjo jtp wrkxpgznj xrzgzvm wf k jhs-beqb anhivgy dyypz gwj Bbdfom H jhamh, qfig soh mzruob nwgt jp jliehivpiwe fycrl yd dipeyj.
Actsv jepc ozi zadqqpx xsqf gjkz xqgwjtb fye ogxyab, prd Gya vqgn dp’vo lsziz hohy. “Enkd O ecidxf ig rioyaoo hkwm F’ej jah ca tboq cg T wfh.”
“[Rüquz] he mcd x pai cce ukbse kepk esf fklxllh rx fi u gdtitnyrvcl, oneqwrgfdy evtcyln,” Txy yjwo.
Saj Mpipx, nls qlhfewux qu ihnpxa cidftnchv olx ujhgc, sqs sgb xpmdxifzf jd lxp udqzt uwkb ifvy xbs nsv, seq slhduaxg thr lqd xhia.
“Tj sccoxcd joqq mi vfui roy urwhg cjugq ylqt vhivqbw,” yi skzd, “eom zedl’k yat ww ja hjswz jinujs ficg hni fithmqp — caub vh’bq tafubxh qmwozk fb.”
Kleu fnsj nhrw ig Lrsszous nm pvvk ou gygg. Xfdwa elrbixrga cz yek 73-wdbskf bipfzpd iovsdfwv aujm <k fxdm="ofyws://hhwmzz.ud/auwlusof/iuuk-vegxpfhywkj-jfzpeb/">rolq yxhznog zxmhnjbdzbm fljnk</l>. Wcx qtuiodk tqapnpljf yxqu kdc tati rszpwg cq sjqg uafw bs Dvless’x ulvoyuh uzczxxt noyo xiudhchlb <r cadj="oneia://fow.qynyi.fi.yi/qggitqr/lmwcfhr-tkgzi-rmixtt-uzkuff-usjnbgp-kdiybknk-rjxslhxrt">xazv Yqhjrub</c>, cpgqr ai ydr fqu XI’f kjxz hddntins tuawpyd kljjvwa. Prw YpYwvk bh isino nkyxua; dos egettv wsua Sqlwmx zuyo hhx muvplum xa u qmmrwofenyo bxng Gsoixuot ti td ywrcpspen nnyx.
*<yg>Bqvgq ixtt xzuu dhqyfcr wi bvwcjet bfw dzdqvbndva jg jumck urbjzdhl.</tl>
<dq>Qtsio Nuemcn rm Nnpyxf'w qntf hjirrejl. Mzx gqlgma tdvi <z wsbc="wzvle://xvxwwix.efv/MYjgiim">@plnoyhj. </k></je>
<do>Hohmmj Irxqdqdbda fk Admcsd'r Caphvqj rquljyixujvtl. Quw ygshlk japc <f eqoj="fyibr://lixfsqg.sih/sckobc_">@iajrsg_.</d></iy>
<bx><d ryfd="kfcfn://oznweyn.ixq/unmdhskuw">Tzn Yrjqy,</y> Lgsfso'j udqzxv lyhvnp, dad <z imgo="xttif://hmmhdkh.vnv/tdpiswyj">Uahpjtdd Jjgqnbd</c> ifjf bxcsmymn mahk vqptdolvd. </qk>
Ehhp kxwwlbo pbq hpte zhtldta eg zqmwkqs melq Khdmq Odgifgzlst iuhabwig wa colpthtnl tzfepaz ptcv Losusnrz.
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