Just Eat Cancels Israel Launch Plans to Focus on Ten Bis Core B2B Growth
Just Eat has decided against launching its brand in Israel for now, following a pilot in the south. Subsidiary Ten Bis will focus on its core B2B corporate catering operations.
The international food delivery giant Just Eat will not launch its brand in Israel for now, according to an announcement by Ten Bis, which stated it will continue developing its delivery service under the Ten Bis brand. Just Eat is a Dutch international food delivery giant operating in dozens of countries, connecting restaurants and customers through an online food ordering platform. In 2020, Just Eat Takeaway, the parent company of Just Eat, acquired the Israeli delivery company Ten Bis, which became a wholly owned subsidiary of the international Just Eat group.
Pilot and Strategic Shift
In recent months, the Just Eat application was translated into Hebrew, raising local expectations regarding the brand's entry into the Israeli market. Simultaneously, Ten Bis launched a delivery pilot under the Just Eat brand in Beer-Sheva and Ashdod. The purpose of the pilot was to test the feasibility and integration of Just Eat's operational model outside the central region, focusing on southern cities. It appears that the pilot did not yield the expected results, and the brand will not be launched in the country at this time, although Ten Bis insists the company will continue operating its delivery platform under the Ten Bis brand.
Market Competition and Core B2B Activity
The Israeli delivery application market is dominated by Wolt, owned by the American delivery giant DoorDash. Its competitors alongside Ten Bis include Mishloha and Eat. Ten Bis maintains a robust B2B operation, which is historically the core and central backbone upon which the company grew, even before it became a prominent player in the B2C consumer delivery market competing against Wolt and others. The company provides corporate catering solutions, including management and clearing systems that interface with payroll software. It competes in this sector primarily against Cibus, while Wolt has also recently entered the field.
«Ten Bis continues to operate as usual in the delivery market. Following a strategic review of our areas of activity, and against the backdrop of significant growth momentum in B2B operations in Israel, we decided to focus Ten Bis resources and investments on the company's core areas and primary growth engines. The Just Eat pilot launched in Beer-Sheva and Ashdod showed positive results, but expanding the model nationwide requires significant investment, and at this point in time, we chose to direct resources to areas where Ten Bis has a clear comparative advantage and the most significant growth potential. Ten Bis will continue to invest in innovation, service development, and expanding the value it provides to companies and employees in Israel, both during and outside working hours.»
