Getir ‘rolls back prices to the 90s’ to fight inflation

Amid the highest inflation rates in decades, rapid grocer Getir began “rolling back prices to the 1990s” across a select range, with discounts on some products of around 45%.

“We are rolling back our staple products to their rrp in the 90s to highlight the huge increase, but also to give our consumers the opportunity to buy their favourite products at an affordable price and remind them of the good old days,” the rapid grocer said.

It wasn’t the only headline-grabbing promotion from the Turkish quick-commerce giant. In September as retail milk prices soared, Getir gave away a free bottle of milk with all orders of £20 or more, and for the duration of the World Cup, it added a free multipack of Heineken Silver to every order.

In a sector haemorrhaging money, other rivals also made major value plays of their own. Gopuff in March started price-matching or beating Tesco Express on 100 selected products. Relative minnow Zapp for Valentine’s Day launched a 24-hour caviar and champagne service, and tapped the talents of Lewis Hamilton’s pet bulldog Roscoe in an Instagram marketing campaign.

It’s a case of those with the deepest pockets lasting longest: Getir acquired arch rival Gorillas in October. Some say it picked it up for a bargain. For most that came earlier.