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How Gorillas overcame ‘friction’ to align brand and performance
Despite early challenges aligning its marketing teams and receiving a ban from the ASA, Gorillas is committed to marketing as one of the remaining fast delivery startups.
By Molly Innes
Back in 2021, fast delivery startups were everywhere, offering customers groceries in as little as 10 minutes. However, the shine quickly wore off and amid an environment of consolidation, redundancies and closures, just a handful of players remain.
Gorillas is one of them. The German delivery brand, founded in 2020, rode the wave of the rapid delivery boom, and was bought by rival Getir in December 2022 at a cost of $1.2bn (£958m).
