Delivery App Mishloha Enters Corporate Meal Budget Market
Translated & summarized from Bizportal by baba
Delivery app Mishloha has launched Mishloha Free to compete for Israel's NIS 4.5-6 billion corporate meal budget market. The service offers employers a digital wallet system with up to 25% cashback for employees and no operational fees. Mishloha enters a market currently dominated by Cibus and Ten Bis, and recently disrupted by Wolt's entry with Wolt Benefits.
The story in 5 lines · by baba
- Delivery app Mishloha launched Mishloha Free to compete for corporate meal budgets.
- The Israeli meal budget market is valued between NIS 4.5 and 6 billion annually.
- Cibus holds approximately 60% of the market, with Ten Bis holding about 40%.
- Wolt recently entered the market with Wolt Benefits, increasing competition.
- Mishloha Free offers up to 25% cashback and no fees for employers.
Mishloha, a delivery app known for its low restaurant commissions and customer cashback, is launching a new service called Mishloha Free to compete for corporate meal budgets. The company is approaching businesses to transfer their employee catering funds to its platform. Unlike traditional meal cards, Mishloha Free uses a digital wallet where employers load funds, and employees can pay via tap-to-pay using Google Pay or Apple Pay at numerous businesses. Orders can be placed through any delivery app or directly from restaurant websites. Mishloha offers up to a 25% cashback, doubled for self-pickup, and charges no operational fees to employers.
The Israeli corporate meal budget market is estimated at NIS 4.5 to 6 billion annually, historically dominated by two main players: Cibus, holding about 60% of the market, and Ten Bis with approximately 40%. Cibus serves over half a million employees across 8,000 companies.
The market has seen increased competition recently. Wolt, initially partnering with Cibus, launched its own service, Wolt Benefits, after their separation. Cibus responded with Cibus Pay, a digital rechargeable card enabling continued use on Wolt. Ten Bis introduced a cashback benefits card and filed a complaint against Wolt and Cibus with the Competition Authority. This competition has made employers a highly sought-after client base, with both Cibus and Wolt actively acquiring new corporate customers.
Mishloha, operating since 2011 as a marketplace with over 3,000 businesses, aims to leverage its existing restaurant network and lower commission structure. The company returned over NIS 7 million to customers in 2024. By positioning itself as a service provider that manages the employer relationship, Mishloha seeks to gain a significant advantage in a market where control over these budgets influences transaction channels and restaurant commissions.