What is it like to work in the Swiss delivery industry while championing sustainability and ethical practices? In this interview, Nicolas de Raemy, Deputy CEO of Smood, reflects on his career milestones and describes how the company is redefining itself as the “Swiss Army knife” of instant delivery. He also highlights Smood’s unique commitment to fair employment practices in an industry largely dominated by the gig economy.
De Raemy underscores the importance of aligning business success with social responsibility, stating, “A motivated and fairly treated team always delivers better results.” Reflecting on persuasion’s role in his career, he shares, “Persuasion is essential for ensuring that others not only understand where you are coming from but also see the value in your ideas.” He believes persuasion was critical to Smood’s strategic transformation, noting, “When we expanded from being primarily a food delivery service into groceries and non-food items, we had to persuade both our existing customers and the wider market to embrace this evolution.”
As always, the article concludes with the interviewee’s career advice for junior professionals, offering guidance for those aspiring to succeed in a dynamic and innovative industry.
Interview by Sorina I. Crisan – Matthey de l'Endroit, PhD
I. Smood and Its Role in the Swiss Market
Q1. What is Smood and what role does it play in the Swiss market?
Answer: Smood aims to be the Swiss Army knife of instant delivery in Switzerland. Our goal is to give customers fast and easy access to order whatever they want, whenever they want.
Briefly stated, we are a marketplace that connects customers to a wide variety of goods, such as: restaurant meals, groceries, and increasingly, non-food items like flowers, cosmetics, and many other type of products in the months to come. At the same time, we are also a logistics expert. We specialize in on-demand delivery, thus helping businesses deliver their goods instantly and locally to their customers, which is something that many companies struggle to accomplish on their own.
And, what sets Smood apart, especially within the Swiss market, is that we are pioneers in providing fair working conditions for our delivery couriers, whom we call Smood “riders”. This is an important differentiation point, because the instant delivery industry often relies on the gig economy, and we stand firmly against that approach. We offer our couriers stable employment, social protections, and hourly wages. We believe that this approach makes Smood a trailblazer not only in Switzerland but also globally.
II. Commitment to Fair Working Conditions
Q2. How do working conditions at Smood differ from the standard gig economy model, which is based on flexible, temporary, or freelance jobs?
Answer: In most countries, and even in parts of Switzerland, competitors within our industry bracket use independent contractors as riders or couriers. These contractors are typically paid per mission or order. They might get a few francs for completing an assignment, but the model is unpredictable—they could spend hours waiting for an order and earn nothing during that time.
Independent contractors also miss out on basic employment benefits like holiday pay, sick leave, pensions, and insurance. While this model offers flexibility to the employer, we do not believe it outweighs the downsides experienced by each independent contractor. This is why at Smood, we decided to do things differently, and since 2022, 100% of our riders nationwide are employees. Like this, they are paid by the hour, whether or not they get to deliver any orders. For example, if a rider is scheduled from 8 AM to 12 PM, then they are paid for that exact time they spend working for our company, regardless of the order volume they need to deliver to local customers.
In addition, our riders receive holiday pay, compensation for using personal vehicles or smartphones, and reimbursements for work-related expenses like fuel. They are also insured in case of sick days and accidents, and their pensions are covered. The model we are using provides both the much-needed stability and fairness for all our employees. We believe and hope that the delivery industry will soon move towards this model of operations, if not globally, then at least in Switzerland.
Q3. How does Smood promote its commitment to fair working conditions to help increase awareness about this issue within Switzerland?
Answer: We have created a label to raise awareness about fair working conditions, which we see as one of our key strengths and a real competitive advantage. Since 2021, we have made bold changes, like signing a Collective Labour Agreement (CLA), directly employing all our drivers as already mentioned, and stopping outsourcing. These steps allow us to set a new standard in the industry.
As a result of these decisions, we are proud to be the first delivery company in Switzerland to take this approach, and our goal is to encourage others to follow suit. This label is about showing customers, partners, and stakeholders that they have a choice and that by supporting Smood, they are supporting a company that values ethical working conditions and complies fully with Swiss law. Ultimately, this is about building trust and ensuring quality, because a motivated and fairly treated team always delivers better results. (For more on Smood’s “Fair” label, please see their website).
Q4. How have recent legal changes in Switzerland affected the delivery industry?
Answer: There’s been significant progress in some parts of Switzerland. For example, the cantons of Geneva and Vaud have declared the independent contractor model illegal. This has forced competitors in these regions to adapt. Uber Eats, for instance, now collaborates with various third-party logistics providers such as Chaskis, which directly employs riders. However, Uber Eats itself still does not employ them.
Unfortunately, this change has not been implemented nationwide. In May 2022, the Swiss Federal Court ruled the independent contractor model illegal, but only Geneva and Vaud have enforced this ruling so far. We are waiting for other cantons to take similar steps.
This uneven enforcement creates a competitive disadvantage for Smood in regions that have not transitioned yet. Employing our entire fleet increases our costs compared to competitors who rely on gig workers. However, we remain committed to our model because it is the right thing to do, it is sustainable, and it prepares us for the future when the rest of Switzerland and Europe follow suit.
III. Current Role and Career Journey
Q5. Could you share a bit about your role at Smood?
Answer: I am the Deputy CEO at Smood. Before this, I was the Chief Operating Officer (COO) for nearly three years. My focus has been on operations, particularly everything related to our riders and delivery logistics as well as customer care operations, which we do in-house.
In my new role, I am helping our recently appointed CEO transition into the company while continuing to oversee certain departments where my expertise is most relevant. A big part of my work has involved building our operational infrastructure. For example, I led the transformation to employ 100% of our couriers, implemented a collective labor agreement (CLA) with the union, and revamped how we schedule and incentivize riders.
Q6. What do you enjoy most about your current role?
Answer: I love the constant development and evolution of the business. No two weeks are the same, which is great because I have never been interested in working in a position where every day it is “business as usual.”
At Smood, there is always an opportunity to reinvent something, like for example: rethink processes, improve technology, and push boundaries. I find that this dynamic environment keeps the work intellectually stimulating and therefore it feels incredibly rewarding to me.
Q7. Can you highlight any educational or professional experiences that prepared you for your current role?
Answer: Education-wise, I am originally an engineer, and I studied mechanical engineering at EPFL in Lausanne. So, initially, I was headed towards a technical direction in my career. In hindsight, this educational background has been important in leading me to where I am today because it gave me technical abilities that are very relevant to the industry I am working in now.
As I was finishing my studies, I also realized I was drawn to the business side of things and I did not see myself working in R&D or doing a PhD in engineering. Instead, I wanted to work in something that stood at the intersection pure engineering and pure business.
Q8. How did your early career bridge the gap between engineering and business?
Answer: When I started my career, I joined a consulting firm called Stroud International, based in London, which focused on working with industrial and manufacturing businesses. This work environment worked well for me because it tied back to my engineering background. In that position, my focus was on operations, working in environments like factories and manufacturing plants. For example, I worked across Europe on various projects for companies that were producing all sorts of things, ranging from holiday homes, to mattresses, and even mining operations. The position was very technical and focused on problem-solving, but I was lucky because it also exposed me to the business side of things, which was exactly what I wanted to learn more about.
Q9. How did you get involved in the food delivery industry?
Answer: That happened a bit randomly. While living in London, I joined Deliveroo, which introduced me to this universe. That work experience was highly formative because it taught me everything about what it means to work in the food delivery business. It is important to mention that Deliveroo is one of the few players that still exists in this space because this industry is so tough to succeed in and many businesses have failed or been acquired over the years.
In short, Deliveroo showed me what a leader in this industry, a “north star”, should look like. It is a mature, well-organized, and robust company and working with them helped me to learn about how a well-run business should operate in this sphere.
Q10. How and why did you decide to work with Smood?
Answer: The previous CEO of Smood approached me in the summer of 2021 to see if I would be interested in taking over the operations department. At the time, I was working at Jiffy in the UK, and business-wise, things were going great—it felt like being on a rocket ship taking off. But personally, living in London during the COVID years was very hard. Like many can remember, there were endless lockdowns and quarantines, and the city lost a lot of its appeal during the pandemic.
Since I am originally from Geneva, I started thinking about moving back to Switzerland, hoping for a better quality of life. I knew that Geneva offered outdoor activities and a healthier environment compared to what life was like in the UK during those times. So, when Smood approached me, it felt like a once-in-a-lifetime opportunity. It was a chance to take on a big step up in responsibility, work in my field of interest, and return to my hometown. Everything just aligned perfectly.
IV. Persuasion and Leadership at Smood
Q11. How would you define persuasion, and why do you think it is important?
Answer: To me, persuasion is about convincing others by clearly expressing your ideas and arguments. Even if you have the perfect argument, if you cannot express it effectively, it holds little value because people will not understand or agree with you. Persuasion is essential for ensuring that others not only understand where you are coming from but also see the value in your ideas.
In my early career as a consultant, persuasion was a skill I had to rely on heavily. I was this young graduate, parachuted into companies where employees with decades of experience often did not want me there. My job was to help them solve problems or suggest better ways of doing things. On top of that, I often had to work in German, which is not my strongest language. It was a tough dynamic, but it taught me the importance of being factual, data-driven, and clear in my communication. Persuasion in that context was about showing them why my solutions were valid, not just telling them.
As I moved into roles at Jiffy and later at Smood, persuasion became even more critical. In these expert roles, it is not enough to say, “Trust me, I know what I’m talking about.” You have to prove your expertise by demonstrating why your ideas and conclusions make sense. This involves walking people through your reasoning step by step—whether it is by using experience, logic, or data—to ensure they understand and trust the decisions being made.
Persuasion also plays a broader role in business strategy, especially at Smood. When we expanded from being primarily a food delivery service into groceries and non-food items, we had to persuade both our existing customers and the wider market to embrace this evolution. Everything from our branding, logo, and tagline to our app’s user experience needed to clearly communicate who we are, what we stand for, and why people should choose us.
In both professional environments and customer-facing contexts, persuasion is more than just a skill—it is a fundamental tool for building trust, aligning ideas, and driving meaningful decisions.
V. Sustainability and Innovation at Smood
Q12. How does Smood promote sustainability and fair working conditions?
Answer: Sustainability and fair working conditions are at the core of who we are. On the social responsibility side, we have taken a clear stand against the gig economy. Unlike many competitors, we do not hire riders as freelancers or contractors, they are our employees. This means they receive fair wages, social benefits, and protections that gig workers often lack. It is a big part of what sets us apart and something we want customers to recognize.
On the sustainability front, our logistics model is hyperlocal, which significantly lowers our carbon footprint. For instance, when you order groceries, many companies ship them from central warehouses located dozens of kilometers away. At Smood, we partner with local stores in your neighborhood. This means your order is picked up in a low-emissions vehicle just a few kilometers from your home, avoiding the unnecessary emissions of long-haul delivery.
This hyperlocal model not only reduces carbon emissions but also improves operational efficiency, making it a win for both the environment and businesses. It is an approach we are proud of, and we see it as the future of sustainable delivery.
Q13. How do operations work for food and grocery deliveries?
Answer: For restaurant deliveries, the restaurant staff is responsible for preparing the food. They cook and package the order, and we time our riders to pick it up as soon as it is ready, ensuring it arrives warm and fresh at the desired destination.
For grocery orders, store employees pick items using an app we have developed. The app is very user-friendly, guiding staff through the store with a logical route based on the store layout. It also includes features like scanning products, suggesting substitutions for unavailable items, and handling complexities like fresh or frozen products.
For example, frozen items are kept cold using insulated bags and frozen water bottles, ensuring the cold chain is maintained until delivery. These small but crucial solutions keep the process seamless and efficient.
It is a well-oiled machine, and as we scale up the number of orders, stores can adjust staffing and become even more efficient at fulfilling them.
VI. Emerging Trends in E-Commerce
Q14. Looking forward, what do you see as an exciting trend in your field?
Answer: The e-commerce market is growing quickly, steadily, and predictably, which makes it a very exciting space. What truly excites me is how technology enables solutions that help people earn back their time. For example, services that allow customers to outsource routine tasks—like grocery shopping—give them more time for things they value, whether it is hobbies, family, or friends.
This trend extends beyond food and groceries. In some parts of the world, like Asia, they are years ahead in offering these types of services. It is fascinating to see how customers can outsource more and more low-value, time-consuming chores, enabling them to focus on things that matter most.
At Smood, we are passionate about helping people reclaim their time. Personally, I love using these services myself. I do not enjoy spending time shopping for the same items I buy every week. Instead, with just one button, I can order what I need. It is worth it because it saves me an hour a week, which I can dedicate to something more meaningful.
Moving forward, we aim to add more goods to our marketplace so customers can access whatever they need whenever they need it. And as mentioned at the beginning of our conversation, we want to be the Swiss Army knife for people’s shopping needs.
And, as more retailers adopt delivery services, the variety of items customers can have delivered will continue to grow. This field is full of possibilities, and I am excited to see how it evolves each year.
VII. Advice for Young Professionals
15. To conclude, what advice would you give to young professionals aiming for a career similar to yours?
Answer: First, do not be afraid to go abroad. My first step into e-commerce was an unpaid internship in San Francisco. It was at the heart of the tech world, and it opened my eyes to how much is possible in this industry.
Second, try different things. Experimenting with various roles will help you figure out what you like and what you do not. I have had internships where I learned exactly what I did not want to do, and those were just as valuable as the experiences where I discovered what I loved.
And third, develop your technical skills. Whether that means learning how to analyze data or build simple models, these types of skills will make you more self-reliant and effective. For example, now I am interested in improving my coding skills so I can invent and build prototypes faster without needing help from the tech team.
To conclude, it is important to realize that in e-commerce, “being technical” is a big advantage because it speeds up your work and makes you stand out.
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Deputy CEO at Smood | Switzerland
Note: This interview was conducted on November 5, 2024, and has been edited for clarity, ease of readability, and length.
Illustrations by: The profile photo shown in this interview is made available on LinkedIn. The main article photo was provided by Nicolas de Raemy.
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