Choice App, an all-in-one B2B SaaS platform for restaurants, has raised €6 million in a Series A funding round to accelerate its expansion across Europe and further strengthen its AI-driven product offering.
The new funding will support Choice’s next stage of growth, focused on expanding into new European markets, deepening product capabilities with AI and automation and scaling sales and local partnerships market by market.
The round was led by Alea Capital Partners, with participation from Reflex Capital, Smartlink Partners, and J&T Ventures.
With this round, Choice has raised 11,5USD million in total funding since its founding.
Prague, Czech Republic – March 16: Founded five years ago, Choice was created to simplify how restaurants operate and grow in an increasingly digital and fragmented ecosystem. The platform brings together everything restaurants need to manage their online presence and customer relationships, from websites and direct online ordering to QR menus, payments, reservations, loyalty programs, and marketplace integrations, all in one system, for one monthly fee.
Today, Choice serves more than 30,000 registered restaurants, including over 7,000 paying customers, and has become a leading restaurant SaaS platform in Central and Eastern Europe.
Choice currently operates across nine active markets (Czech Republic, Poland, Slovakia, Hungary, Lithuania, Latvia, Estonia, Ukraine, and Romania), employs 130+ team members across four European offices, and is growing at 2× year-over-year.
“We know how to sell across multiple European markets, and we are good at it. We have an exceptional product team actively implementing AI, and we operate with strong capital efficiency thanks to our presence in CEE and now Portugal. By combining these strengths, we have everything we need to keep winning market by market across Europe,” says Alex Ilyash, Founder and CEO of Choice.
“Choice is building a category-defining platform for restaurants by combining data, AI, and operational simplicity. This investment enables us to scale faster and bring our technology to thousands more restaurants across Europe,” adds the Choice leadership team.
Rui Escaleira, Co-Founder of Alea, says: ”Choice 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 helps operators protect profitability while improving the end-customer experience. For Alea Capital Partners, Choice demonstrates how technology can create tangible, measurable value for traditional sectors.”
Choice helps restaurants increase efficiency, reduce dependency on commission-based marketplaces, and gain access to advanced digital tools previously reserved for large chains. The platform processes more than 12 million monthly menu views and 1.5 million monthly orders, representing approximately €35 million in monthly GMV.
By aggregating customer and performance data into a single system and applying AI-powered analytics and automation, Choice enables restaurants to:
- Improve direct sales and customer retention
- Optimize marketing and promotions automatically
- Reduce front-of-house operational costs
- Make data-driven decisions without dedicated marketing teams
With this funding, Choice is preparing its expansion into Southern Europe, starting with Portugal, followed by Spain and Italy, before moving into France, Germany, and the Netherlands.
Europe represents a highly fragmented but massive opportunity, with approximately 2 million restaurants across the continent. Choice aims to become the leading European restaurant SaaS platform, targeting €500 million in monthly turnover within the next 3–4 years.