Just Eat Takeaway.com is shutting down its food delivery operations in Bulgaria on September 15, exiting a market it entered eight years ago through the acquisition of BGMenu, according to official company announcements. The decision affects approximately 220 employees and 480 couriers, with management stating that local procedures will be followed for all impacted personnel as capital is redirected toward stronger, sustainably profitable markets.
Market Consolidation and the Exit of Just Eat Takeaway
The Dutch multinational acquired BGMenu in 2018 for 10.5 million euros, establishing an early foothold alongside foodpanda, which Glovo later bought in 2021. According to corporate filings, the primary operating entity, BGMENЮ ЕООД, grew its annual revenues past 30 million levs for the previous year, though net profit dropped to just over 600,000 levs. This shutdown mirrors the company’s departure from neighboring Romania on May 10, 2022, following weaker-than-expected regional performance.
Did you know? Just Eat Takeaway.com’s exit from Bulgaria comes exactly four years after it pulled out of the Romanian market due to similar underperforming metrics.
How Bolt Food and Wolt Reshaped the Competitive Landscape
The Bulgarian home delivery sector underwent a rapid transformation last year when both Bolt Food and Wolt launched operations within weeks of each other. These two international entrants quickly secured visible market share, joining Glovo and Just Eat Takeaway.com to create a crowded four-player environment. Industry analysts note that maintaining complex logistics networks requires a massive, steady supply of couriers, a challenge compounded by administrative backlogs and language barriers when hiring third-country nationals.
Why Four Platforms Proved Unsustainable in Bulgaria
Local market capacity could not support four major international delivery brands simultaneously. Wolt General Manager for Bulgaria Ivaylo Netsov stated in late interviews with Money.bg that the domestic market is simply not large enough to sustain that level of competition, adding that his platform’s growth came directly at the expense of rivals. With Just Eat Takeaway.com now stepping back, the remaining operators face a reshaped landscape centered on delivery efficiency and grocery integration rather than sheer brand proliferation.
Frequently Asked Questions
When will Just Eat Takeaway stop deliveries in Bulgaria?
Deliveries will officially cease on September 15, according to the company’s public statements.
How many workers are affected by the shutdown?
The closure impacts approximately 220 employees and 480 couriers, whom the company stated will be handled according to statutory labor requirements.
What companies originally brought Just Eat Takeaway to Bulgaria?
The company entered the Bulgarian market in 2018 by acquiring BGMenu for 10.5 million euros.
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