Naama Elshich Appointed CEO of Yango Deli to Expand Rapid Delivery Service
Yango Deli has appointed Naama Elshich as its new CEO, tasked with expanding the company's operations in the rapid grocery delivery market. Elshich, previously deputy CEO of Shufersal Amiga, the group's retail arm for businesses, takes the helm at a time of significant transformation in Israel's online grocery sector.
Elshich's appointment follows the acquisition of Yango Deli's Israeli operations in June 2025 by MNW Group, owned by businessman Alchin Marzaev, in a deal valued at approximately $40 million. Marzaev, who has prior experience in logistics technology, acquired the company operating in over 30 Israeli cities, along with brand usage rights.
The online grocery market is currently undergoing major shifts. Competitor Wolt is being compelled by the Antitrust Authority to divest its market operations, as it cannot simultaneously operate a delivery platform for food chains and run its own competing supermarket chain. This divestiture process has attracted significant interest, with four groups reportedly remaining in the final stages of the bidding.
Wolt's potential exit from direct ownership of a supermarket chain could reshape the industry landscape. Yango Deli aims to leverage its rapid delivery model to capture immediate, smaller, and faster purchases, differentiating itself from traditional supermarkets and broader delivery platforms. Elshich stated that Yango Deli's focus is on rapid grocery delivery as a standalone service, a position the company intends to strengthen.
Elshich highlighted Yango Deli's technological capabilities as a key advantage in managing operational costs, including inventory, shelf space, and delivery personnel. The company aims to overcome the sector's inherent operational challenges and re-establish itself as a major player. New collaborations and initiatives are expected to be announced soon. However, achieving profitability in this sector remains difficult, with companies like Wolt Market reportedly incurring substantial annual losses due to high operational expenses.
