Later in the decade, the unified group became called Co-Op The Blue Square, with Benny Gaon appointed as its executive director.

[2] In the 2000s Blue Square operated Sbarro and Pelephone stands in its stores and it also founded the Mega chain, geared toward its Buy and Bonus club members.

[5] This privatization was initiated by various members of the cooperative, who had been forced to buy its shares decades earlier, but largely weren't invested in its ideology.

[2] Prior to 2015, the company also had holdings in the retail chains Doctor Baby (owned by Mega)[12] and Kfar HaSha'ashu'im,[6] the mobile virtual network operator YouPhone[13] the local Diners Club franchise,[14] and the Israel Post newspaper.

[15] On 12 February 2020, the United Nations published a database of companies doing business related in the West Bank, including East Jerusalem, as well as in the occupied Golan Heights.

[16] Alon Blue Square was listed on the database on account of its activities in Israeli settlements in these occupied territories,[17] which are considered illegal under international law.