Self-employed instead of employees: Just Eat puts Migros' social promise to the test

Just Eat is undergoing a change of course in Switzerland and will rely on independent couriers instead of permanent employees in the future. With this move, the service is aligning itself with the Uber model. The step jeopardizes the partnership with Migros and marks the end of high social standards in quick commerce.

Self-employed instead of employees: Just Eat puts Migros' social promise to the test

The food delivery service Just Eat is undergoing a strategic change of course in Switzerland that fundamentally calls into question its previous industry positioning. As announced on October 24, 2026, the company is moving away from its status as a model employer and adapting the business model of its competitor Uber. Just Eat is thus increasingly relying on self-employed couriers instead of permanent employees. This decision particularly strains the partnership with Migros, which had selected the delivery service as a cooperation partner due to its previous social standards. The pivot marks the end of an era in which Just Eat attempted to differentiate itself from the platform economy through social security and fixed contracts.

The background to this development is the growing pressure on margins in the fiercely contested market for so-called quick-commerce services. For years, Just Eat had relied on an employment model that guaranteed social security contributions and continued payment of wages. This approach was praised by trade unions and partners such as Migros as ethically superior. However, competition from providers who classify couriers as independent entrepreneurs increased cost pressure massively. With the changeover, Just Eat is now approaching those flexible structures that reduce operating costs but largely outsource social responsibility to the drivers.

Reputational damage for Migros

The impact on Migros' image is significant. The Swiss retail giant traditionally maintains a profile characterized by cooperative values and social responsibility. The collaboration with Just Eat was explicitly built on the assumption that the delivery of Migros products takes place under fair working conditions. Due to Just Eat's change in strategy, Migros is now under pressure to re-evaluate its supply chain and the selection of its service providers. For management, the fundamental question arises as to how heavily social promises can be weighted against economic efficiency and market penetration.

Management implications and academic classification