Ten Bis Launches New Benefits Card Expanding Beyond Traditional Lunch Perks

Ten Bis, long known for providing employer-sponsored lunch meals, is expanding its benefits offering with a new card that includes discounts and cashback across fashion, pharmacy, tourism, and lifestyle sectors. The company aims to adapt to changing employee expectations by providing value beyond work hours, with benefits available all day, including weekends and holidays. CEO Tomer Pepper explained that the new card functions like a payment card but is not a credit card, allowing users to link their existing credit cards to a digital wallet without undergoing credit approval processes. This innovation required significant investment but does not increase costs for employers or require them to change existing processes.

The new benefits are funded by merchants who pay commissions in exchange for increased customer traffic driven by Ten Bis's large user base, which includes over half a million employees in Israel. Pepper emphasized that Ten Bis leverages its established presence within companies and employees’ daily routines to offer these expanded services. The company also recently launched a pilot of a Just Eat-branded card targeting private customers in Beersheba and Ashdod, aiming to compete with delivery giant Wolt.

Ten Bis’s delivery network, launched in late 2019, initially employed couriers as salaried workers but shifted last year to a freelance model, increasing the number of couriers from about 1,000 to 5,500 nationwide. Pepper acknowledged challenges in tracking deliveries made by restaurants using their own couriers but stressed the company’s commitment to offering restaurants choice in delivery services.

In the competitive landscape, Ten Bis faces rivals like Sibbus, which also offers employee benefits beyond food. Pepper described the market as dynamic and acknowledged ongoing competitive tensions, including recent marketing campaigns by Wolt and Sibbus targeting each other. Despite this, he remains confident in Ten Bis’s strategy to broaden its value proposition and deepen its role in employees’ lives beyond traditional meal benefits.