Restaurants across Europe are increasingly relying on digital tools to manage operations, communicate with customers and compete in an industry defined by tight margins and rapidly changing consumer expectations. However, many hospitality businesses still rely on fragmented software solutions for ordering, payments, reservations and delivery management, often requiring multiple systems that do not communicate effectively with each other. Prague founded startup Choice aims to simplify this landscape by offering a unified platform for restaurant operations, and the company has now secured $7.1 million in Series A funding to accelerate its expansion.
The new investment round brings Choice’s total funding to $11.6 million. The Series A was led by Alea Capital Partners with participation from Reflex Capital, Smartlink and J&T Ventures. The company plans to use the capital to strengthen product development and expand its presence across additional European markets.
Building an all in one operating system for restaurants
Choice was founded five years ago with the initial goal of helping restaurants communicate with customers online. Since then the company has expanded its product offering significantly, evolving into a comprehensive digital platform designed to manage many aspects of restaurant operations within a single system.
The platform is designed as an alternative to the numerous specialised technology tools used by many restaurants. Instead of relying on separate providers for reservations, online ordering, payment processing or customer engagement, Choice integrates these functions into a unified operating environment.
Restaurants using the platform can manage their website, online ordering, takeaway and delivery services, reservations and customer loyalty programmes through one administrative dashboard. The system also supports QR menus, QR ordering and QR payments, which have become increasingly common in modern dining environments.
Integrating with delivery and payment platforms
A key feature of the Choice platform is its ability to integrate with external delivery marketplaces. The system connects restaurants with several major food delivery services while allowing operators to maintain control over their own digital channels.
Through these integrations restaurants can manage orders from multiple platforms in one interface, reducing operational complexity. The platform also supports commission free takeaway and delivery orders placed directly through the restaurant’s own digital channels, allowing businesses to retain more revenue.
Choice also integrates with existing point of sale systems, enabling restaurants to adopt the platform without replacing their current infrastructure.
Rapid adoption across Central and Eastern Europe
Since its launch the platform has gained traction among restaurants across Central and Eastern Europe. The company reports that more than 30,000 restaurants have registered on the platform, including over 7,000 paying customers.
Choice currently operates across nine markets including the Czech Republic, Poland, Slovakia, Hungary, Lithuania, Latvia, Estonia, Ukraine and Romania. These markets represent a diverse hospitality landscape where many independent and mid sized restaurant groups are seeking more efficient digital tools.
The company also reports strong operational activity on its platform. Restaurants using Choice generate more than 1.5 million orders each month, representing around €35 million in monthly gross merchandise value.
Plans for European expansion
With the new funding, Choice plans to expand beyond its current Central and Eastern European footprint into additional markets across the continent. Portugal will be the next country targeted for expansion, supported by Alea Capital’s presence in Southern Europe.
Following Portugal, the company plans to enter Spain and Italy. Longer term expansion plans include France, Germany and the Netherlands as Choice works to build a pan European presence in the restaurant technology sector.
Investing in AI driven product development
A significant portion of the new funding will also be directed toward product innovation. The company plans to develop additional AI integrated modules designed to help restaurants manage operations more efficiently and improve customer engagement.
These features are expected to support tasks such as data analysis, operational optimisation and personalised customer experiences across the platform.
In parallel with product development, Choice plans to expand its sales and support teams in each new market it enters. Local teams will be responsible for helping restaurants adopt the platform and ensuring ongoing customer success.
By combining a unified technology platform with a market by market expansion strategy, Choice aims to provide restaurants across Europe with tools that simplify operations, improve profitability and strengthen their ability to compete in an increasingly digital hospitality industry.
