The Prague-founded SaaS platform consolidates ordering, payments, reservations, and marketplace integrations into one system, processing 1.5 million monthly orders across nine CEE markets.
Choice, a Prague-founded all-in-one SaaS and QR ordering platform for restaurants, has raised $7.1 million in Series A funding.
To date, the company has raised a total of $11.6 million.
Founded five years ago, Choice began as a platform enabling restaurants to communicate with customers online. Since then, it has evolved into a comprehensive operating system for independent and multi-location restaurants.
Choice positions itself as an alternative to standalone restaurant tech solutions, which often are focused on separate features like QR payments, marketplace, reservations, or online ordering.
Unlike single-function providers, Choice offers a fully integrated platform:
- Website builder with a custom domain connection
- Commission-free takeaway and delivery ordering
- QR menus, QR payments, and QR ordering
- Reservation management integrated with Google
- Marketplace integrations (Wolt, Bolt Food, Foodora, Glovo, Uber Eats, Just Eat Takeaway)
- Loyalty programs across all channels
- POS/EPOS integrations without requiring system replacement
- Everything operates from one admin panel, under one subscription, consolidating fragmented customer data into a single system.
Today, Choice serves more than 30,000 registered restaurants, including over 7,000 paying customers across nine active markets in Central and Eastern Europe (Czech Republic, Poland, Slovakia, Hungary, Lithuania, Latvia, Estonia, Ukraine, and Romania).
The company currently generates over 1.5 million monthly orders — representing approximately €35 million in monthly gross merchandise value (GMV). Choice has doubled year-over-year and is targeting €500 million in monthly turnover within the next three to four years.
With fresh capital, Choice plans to expand rapidly across Europe. The next markets include Portugal — where Alea Capital will support scaling efforts across Southern Europe — followed by Spain and Italy. France, Germany, and the Netherlands are planned for subsequent 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, with participation from Reflex Capital, Smartlink, and J&T Ventures.
According to Rui Escaleira, Co-Founder of Alea Capital Partners, the Choice app is addressing one of the most pressing challenges facing restaurants today: operating efficiently in a highly dynamic market with structurally 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 investment will primarily fund product development — particularly AI-integrated modules — as well as sales and marketing expansion in target countries. Choice plans to hire local sales and support teams in each new market to ensure a strong on-the-ground presence and customer success.