Ten Bis Reassures Market Amid Strategic Shift Toward Corporate Delivery

A storm has erupted in Israel's delivery market following a message sent by CEO Tomer Peper to employees regarding a strategic focus on the corporate sector (B2B) and reports in "TheMarker" about losses and intentions to phase out pure B2C operations by the end of 2026. In response, Ten Bis is moving quickly to clarify the situation and calm the market.

The company clarifies that Ten Bis's delivery service continues to operate as usual and without change for all customers, including operations and pilots in Be'er Sheva and Ashdod. Management explains that this is not an immediate suspension of service, but a calculated decision not to invest colossal sums in further private expansion, redirecting resources instead to the core growth engine and the company's comparative advantage vis-à-vis employers.

Ten Bis stated in response: "Following a strategic review, we have decided to focus our resources and investments on core areas and key growth engines. The Just Eat pilot launched in Be'er Sheva and Ashdod yielded positive results, but expanding the model nationwide requires significant investment, and at this juncture, we have chosen to direct resources where we possess a distinct comparative advantage. Ten Bis will continue to invest in innovation, service development, and expanding value for companies and employees in Israel."

Notably, the focus on the corporate sector comes in direct continuation of the technological and branding revolution recently launched by Ten Bis in the enterprise market. The company introduced an innovative benefits platform that expands meal budgets beyond working hours, including weekends, vacations, and leisure time. The service features an advanced digital wallet connecting directly to existing credit cards, providing cashback accumulation and a 10% discount across various fashion, pharmacy, and tourism retail chains.