Just Eat Delays Israeli Market Entry, 10bis Focuses on B2B

International food delivery giant Just Eat will not be launching its service in Israel at this time, according to a September 8 announcement from 10bis, the Israeli company it acquired in 2020. 10bis stated it will continue to develop its own delivery service under its existing brand.

Just Eat Takeaway, the parent company of Just Eat, purchased 10bis in 2020, making the Israeli firm a wholly-owned subsidiary. Recent months saw the Just Eat app translated into Hebrew and a pilot delivery project launched under the Just Eat brand in Be'er Sheva and Ashdod, fueling expectations of an imminent market entry. However, the pilot project apparently did not yield the desired results, leading to the decision to postpone the brand's launch.

10bis emphasized that it will continue operating its delivery platform under the 10bis brand. The Israeli delivery app market is currently dominated by Wolt, owned by U.S. giant DoorDash, with Mishloha and Haat also competing. 10bis highlighted its focus on the B2B sector, providing corporate clients with employee catering solutions integrated with payroll software. While Cibus is a primary competitor in this segment, Wolt has also recently entered the corporate market.

In a statement, 10bis explained, "Following a strategic review of our business directions and against the backdrop of significant growth in the B2B business in Israel, we have decided to focus 10bis's resources and investments on the company's core activities and its main growth engines." The company added that while the Just Eat pilot project showed positive results, expanding the model nationwide requires substantial investment. "At this stage, we have decided to direct resources to areas where 10bis has a clear competitive advantage and the most significant growth potential." 10bis pledged to continue investing in innovation and service development for Israeli companies and employees.