Author: Ananya Prabhughate
Three years ago this September, thousands of Efood drivers took to the streets of Athens to protest against unfair dismissal - probably the largest-ever mobilisation in the sector in Greece.
Three years on, delivery workers in Greece are still fighting. A number of issues remain unresolved (unilateral changes in pay per order, and the refusal of platforms to sign collective agreements, to name but a few), including the lack of health and safety measures, which is particularly evident in this scorching summer. PAME Greece International Union has recently called on X for companies to halt outdoor work during the hottest hours and specifically to pause motorbike and bicycle deliveries when temperatures rise too high. But the problem is likely to get worse as the climate changes.
The Greek deliverers are still struggling after three years, but remember September 2021, when they gave an example of how much workers' actions can mean.
This blog traces those days, and asks: what factors helped the Efood riders win? Can such a successful workers' action be replicated elsewhere?
A bolt from the blue
It was September 2021, and Efood - a subsidiary of Germany's Delivery Hero and the country's largest food delivery company - decided to let the contracts of 115 drivers expire, despite a surge in profits during the pandemic.
This move came at a very surprising time: the company was doing well in terms of profits and had plans to expand its business.
In September 2021, Efood sent out a message to 115 delivery workers stating that their contracts would not be renewed on the same terms as before, and that the only option available to them was to become 'freelancers’ under threat of dismissal from the company. The company's move was to cut costs and take advantage of newly enacted labour laws that make it easier for platforms to hire workers on a 'self-employed' basis.
Two words: cancel Efood
The collectively expiring contracts of a large number of workers created a momentum for action. The workers decided to take collective action against the management.
First, they publicized the company's threats and received a huge outpouring of support from customers across the country. Social media was flooded with posts against the company. Tags like #delete_efood and #cancel_efood trended on social media. To show solidarity with the workers, customers began deleting the app from their phones, indicating that they would no longer use the company's services. Some users downgraded the review of the application from 4.5 stars to 1 star on Google.
The company’s reaction in the light of falling profits, and degrading brand name was immediate. Efood sent out a new notice stating that the previous notice had been 'mis-worded'.
But the workers did not stop there. With the support of two unions - SVEOD and HWU - they organised a 4-hour work stoppage and a 24-hour strike in Athens and then all over Greece. Thousands of them took to the streets on scooters and motorbikes, wearing Efood blazers and carrying Efood containers.
The demand of all these protesters and demonstrators was simple – E-food should directly hire all the workers by renewing all the contracts into an indefinite form and providing the workers with all the labour and security rights.
One day after the strikes, protests and work stoppages, the company announced that it would not only abandon the change of employment status of the existing workers, but would also give permanent legal contracts to 2,000 other delivery workers who had been working on short-term contracts with third party companies.
The reasons for success
This victory of the platform workers can be attributed to several factors.
- The massive participation of workers from several cities across Greece.
- The unity and collective action of the workers and trade unions.
- The existence of a democratic dialogue - even high-ranking officials came out and discussed workers' demands.
- Probably the most important was the public support.
The way in which public pressure combined with online action has forced Efood to make concessions is remarkable
This online movement targeting the mobile app itself is a unique tactic in platform worker struggles. Typically, online activity in these struggles focuses on mutual aid and building worker organisation through online chats and social media groups. In this case, however, the online movement directly disrupted the company's core business. As these platforms rely heavily on 'network effects' (connections between customers, restaurants, and drivers), the mass uninstalling of the Efood app and negative reviews on Google significantly damaged this crucial asset. In essence, they attacked the value proposition of the platform by disrupting the very connections that make it a successful business.
The digital age is breathing new life into traditional worker tactics like boycotts and public shaming. This is especially true for platform companies, whose core value lies in their online presence and the economic connections they facilitate. To thrive, these platforms rely heavily on "network effects," often becoming monopolies or oligopolies. Any disruption to these connections, which are easily replaced by competing platforms, poses a significant threat to their entire business model.
Is the Greek success replicable?
In conclusion, collective action by workers, trade unions and public support can help counter abuses against platform workers. The cooperation of all stakeholders - workers, platform management and the public - and the joint establishment of legislation to protect workers' rights can improve workers' conditions and make their struggle effective.
Someone has already asked whether the Greek model can be replicated. There are no one-size-fits-all solutions, but stories like this help to spread the word and, why not, inspire.