Wolt has escalated its fight for workplace lunch orders in Israel after the company’s aviation-linked credit card battle spilled into the benefits market. Following a Globes report that Wolt’s partnership with Cibus will end at the close of 2026, after six years together, Wolt launched a new campaign this week aimed at employers and employees. The delivery app is promoting a new service called "Benefits" and is trying to pull corporate customers away from Cibus so they will order through Wolt instead.
Cibus has also been courting customers recently, using social media and newsletters with the line "we are a little tired of the rumors." In its messaging, Cibus stressed that it still offers users "all the toppings you love," including, pointedly, Wolt itself. Wolt’s campaign is appearing on billboards and digital platforms, via McCann Tel Aviv, and stars actress Naama Harari as a Wolt courier sitting on a couch opposite psychologist Dr. Danny Friedlander, known from the early seasons of "Marriage at First Sight." She describes the Cibus card as "an ex who will not let go," and the ad then states plainly, "this time it really is over."
Cibus responded that it was amused by the campaign, but said real competition is not won through reality-TV-style drama. "You win with product, technology and the trust of customers," the company said, adding that for 28 years it has been a stable and reliable home for organizations, restaurants and employees in Israel. Cibus said it is now launching Cibus+, a solution that lets users order through any delivery app, with whatever courier they choose, and promised to continue giving customers "the freedom to choose."
The same article also highlighted other industry news, including Israel’s annual marketing conference at Tel Aviv University under the theme "Get Real," where speakers warned that in an age of AI, trust and truth matter more than ever. It also noted a major milestone for Tamura, which reached its 200th portfolio exit after Cisco bought Astrix Security, and listed several new executive appointments across Israeli companies.
