Mishloha Launches Weekly FreeDay Cashback to Rival Delivery Market Competition

A major shake-up is underway in Israel's food delivery market as the Mishloha app transforms its loyalty model. Moving away from a once-a-month promotional day, the platform is launching "FreeDay", a regular weekly event held every Thursday.

Under this strategic initiative, customers placing orders through the app from thousands of participating restaurants and businesses on Thursdays will receive a full refund of their delivery fees. The money will be credited directly as Cashback into the user's digital wallet, available for full redemption on future orders within the platform.

The shift is designed to establish a consistent weekly consumer habit. Company officials note that choosing Thursday is intentional, as app data shows it is the peak day of the week for orders—when Israelis transition into weekend mode, host guests, gather with friends, or simply opt out of home cooking.

This market evolution comes amid fierce competition within the sector. As previously reported by ice, the Israeli delivery company Haat, originally founded in Umm al-Fahm to serve Arab communities in Israel, is now expanding into Tel Aviv to compete head-to-head with Wolt. This unexpected expansion recently drew international attention, including a feature on CNN detailing how Haat successfully resolved delivery challenges in areas lacking properly mapped streets and addresses.