Choice Secures $7.1M In Series A Round To Grow Restaurant Tech In Europe

Founded five years ago, the company started as a customer communication platform and has since evolved into a complete operating system for both independent and multi-location restaurants.

Choice positions itself as a unified alternative to standalone restaurant tech tools, which typically focus on individual features such as QR payments, marketplaces, reservations, or online ordering.

Today, Choice serves more than 30,000 registered restaurants, including over 7,000 paying customers across nine markets in Central and Eastern Europe.

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The platform processes more than 1.5 million monthly orders, generating around €35 million in monthly GMV. The company has doubled its growth year-over-year and aims to reach €500 million in monthly turnover within the next three to four years.

With new funding, Choice plans to expand across Europe, starting with Portugal, followed by Spain and Italy, with France, Germany, and the Netherlands in later phases.

“We understand the fragmentation of the European restaurant market and the need for localisation,” said Alex Ilyash, Founder and CEO of Choice.

“But we see this as a competitive advantage. We know how to scale in Europe. By combining strong local sales teams, efficient capital deployment from our CEE base, and AI-driven product innovation, we are confident we can win market by market.”

Alea Capital Partners led the funding round, with participation from Reflex Capital, Smartlink, and J&T Ventures.

According to Rui Escaleira, Co-Founder of Alea Capital Partners, Choice is tackling a major challenge for restaurants operating efficiently in a fast-changing market with consistently tight margins.

“By giving restaurants greater control over digital ordering, additional revenue generation, and a more balanced relationship with delivery platforms, Choice App helps operators protect profitability while improving the end-customer experience.”

The new funding will mainly support product development, with a focus on AI-powered features, as well as sales and marketing expansion in key markets. Choice also plans to build local sales and support teams in each new country to strengthen its presence and ensure customer success.

About Choice

Founded in 2020, Choice is an all-in-one B2B SaaS platform for restaurants, offering tools for online ordering, delivery, table reservations, QR payments, and guest engagement. By centralizing customer data and operations, Choice helps restaurants improve efficiency, understand customer behavior, increase retention, and boost profitability through modern digital solutions.