LONDON — Zipping around central London, among the bikes and scooters of Uber Eats, Just Eat and Deliveroo, is a new entrant promising almost instantaneous satisfaction for your craving for a bar of chocolate or pint of ice cream: Getir, a Turkish company that says it will deliver your groceries in 10 minutes.
The speed of Getir’s deliveries, from a network of neighborhood warehouses, matches the astonishing pace of the company’s recent expansion. After five and a half years pioneering the model in Turkey, it suddenly opened in six European countries this year, bought a rival and, by the end of 2021, expects to be in at least three American cities, including New York. In just six months, Getir raised nearly $1 billion to fuel this outburst.
“We accelerated our plans to go to more countries because if we don’t, others do,” said Nazim Salur, a founder of Getir (the word is Turkish for “bring”). “It’s a race against time.”
Mr. Salur is right to look over his shoulder. In London alone, five new rapid grocery delivery companies have taken to the streets in the past year or so. Glovo, a six-year-old Spanish company that delivers restaurant meals as well as groceries, raised more than half a billion dollars in April, just a month after Gopuff, based in Philadelphia, raised $1.5 billion from investors, including SoftBank’s Vision Fund.