Israeli Delivery App "Haaat" Partners With "Yellow" Chain, Eyes Market Expansion

Haaat, an Israeli delivery company that originated in Umm al-Fahm and built a strong presence in the Arab community, is set to significantly expand its reach in the retail sector. The company announced that the Yellow convenience store chain, part of the Paz group, is expected to join the Haaat platform. Initially, this partnership will launch in Jaffa, Haifa, Givatayim, and Wadi Ara, with plans to extend to Yellow branches nationwide and include Paz supermarkets like Super Yuda and Fresh Market.

This move marks a strategic shift for Haaat, which has primarily focused on restaurants and businesses within the Arab sector, offering tailored solutions such as mapping for unaddressed locations and cash payment options. The integration with a major national retail brand like Yellow is intended to broaden Haaat's customer base for everyday shopping and tap into new demographics and regions.

The partnership is particularly noteworthy given Haaat's parent company, Paz, is one of two finalists bidding to acquire the supermarket operations of rival delivery platform Wolt. Paz has reportedly offered approximately 250 million shekels for Wolt Market. This situation could place Paz in a unique position, potentially acquiring Wolt Market while continuing to operate on the Wolt app and simultaneously strengthening competition against Wolt through its collaboration with Haaat.

Haaat, which has grown from nine restaurants and five couriers to approximately 3,000 restaurants and 5,000 couriers, raised 60 million shekels in April at a valuation of 310 million shekels post-money, with investors including Israel Post and Lyman-Sliss. The company aims to leverage its existing infrastructure and customer relationships to integrate new brands and products, increasing app usage and penetrating the general market.