Israeli Food Delivery Service Ten Bis Halts International Brand Pilot

Ten Bis, an Israeli food delivery company, has decided to discontinue its pilot program for deliveries under its parent company's international brand, Just Eat. The company's CEO announced the decision to employees on Tuesday, stating that Ten Bis will refocus on its business-to-business (B2B) operations rather than direct-to-consumer (DTC) expansion.

The pilot, which included a new consumer app, was conducted in the southern cities of Be'er Sheva and Ashdod. These cities were chosen because Ten Bis did not previously operate directly with consumers there, only with restaurants and businesses. The company will continue to concentrate on its core business of providing meal cards for employees at companies, with consumer deliveries remaining a minor part of its operations.

Ten Bis clarified that its regular delivery services across the country will continue as usual. Consumers in Be'er Sheva and Ashdod will still be able to order through Ten Bis, but not under the Just Eat brand. The company stated that the Just Eat pilot showed positive results, but a nationwide rollout would require significant investment. Therefore, Ten Bis has opted to allocate resources to areas where it holds a distinct competitive advantage and has the greatest growth potential, particularly its B2B sector in Israel, which is experiencing significant momentum.