Wolt Enters Israeli Corporate Food Benefits Market, Challenging Sibbus and Ten Bis

The corporate food benefits market in Israel, valued at around 6 billion shekels annually, is undergoing significant changes as Wolt launches its new service, Wolt Benefits, entering direct competition with established players Sibbus and Ten Bis. Traditionally, employers allocated daily food budgets to employees who chose meals via platforms like Ten Bis or Sibbus, but Wolt's entry is transforming these food cards into broader benefit wallets, expanding usage beyond meals.

Sibbus currently holds about 60% of the market, with Ten Bis covering the remaining 40%. Wolt, owned by the American company DoorDash, is leveraging its strong brand recognition among high-tech workers to challenge this duopoly. The competition now centers not only on restaurant choices but also on the platforms' commission fees and the range of services offered to both employers and employees.

Wolt Benefits charges a base commission of 4.5%, lower than Sibbus's approximate 6% and Ten Bis's 7.5%, potentially attracting more businesses operating on thin margins. Employers prioritize service costs, reporting systems, and flexible usage options for different employee groups. Sibbus, part of the French Sodexo group, recently launched Sibbus Pay to allow payments at a wider variety of businesses, while Ten Bis, under the Dutch Just Eat Takeaway, is expanding its card's usability to include discounts and cashback without additional credit checks.

The rivalry intensified after Wolt announced it would end its partnership with Sibbus by the end of 2026, despite Sibbus still enabling orders through Wolt via a new payment feature. Both companies have engaged in competitive advertising campaigns. Wolt aims to convert its existing consumer base into a tripartite relationship involving employers, employees, and the platform itself, while Sibbus and Ten Bis seek to maintain or regain market share by broadening their offerings.

Wolt stated that hundreds of companies have already joined Wolt Benefits, emphasizing increased competition and innovation. Sibbus described itself as a marketplace offering employees freedom of choice across multiple delivery platforms and retail outlets. Ten Bis declined to comment. The evolving market reflects a shift from simple meal ordering to comprehensive employee benefit management.