Just Eat Delays Israel Launch Amid Focus on Business Services
International food delivery giant Just Eat will not launch its service in Israel for the time being, its Israeli subsidiary Ten Bis announced. Ten Bis, which was acquired by Just Eat's parent company in 2020, stated it will continue to develop its delivery services under the existing Ten Bis brand. The parent company, Just Eat Takeaway, is a Dutch multinational operating in dozens of countries.
Recent months saw Just Eat's app translated into Hebrew and anticipation built for the brand's entry into Israel. Concurrently, Ten Bis conducted a delivery pilot under the Just Eat brand in the southern cities of Be'er Sheva and Ashdod. This pilot aimed to test the feasibility of Just Eat's operational model outside of Israel's central region. The results of this pilot apparently did not meet expectations, leading to the decision to postpone the national launch.
The Israeli delivery app market is currently dominated by Wolt, owned by the American delivery giant DoorDash. Other competitors include 10bis and Haa't. Ten Bis maintains a significant business-to-business (B2B) operation, providing catering solutions and payment processing systems for companies and organizations, competing primarily with Sibus and increasingly with Wolt in this sector.
In a statement, Ten Bis explained that following a strategic review and considering the significant growth of its B2B activities in Israel, the company decided to focus resources and investments on its core areas and primary growth engines. While the Just Eat pilot showed positive results, expanding the model nationwide would require substantial investment. Therefore, Ten Bis opted to direct resources towards areas where it holds a distinct relative advantage and significant growth potential, emphasizing continued investment in innovation and service development for its business clients and their employees.
