Prague-based restaurant tech startup Choice just locked in $7.1 million in fresh Series A funding. The money will fuel the company’s push into Western and Southern Europe as it looks to become the go-to operating system for independent restaurants across the continent.
If you run a restaurant in Europe and feel buried under five different apps just to manage orders, reservations, and deliveries, you are not alone. And that problem is exactly what Choice is betting big on solving.
What Choice Does and Why Restaurants Need It
3 Choice develops a B2B SaaS platform designed to help restaurants manage their digital presence, online orders, deliveries, and customer relationships from a single interface.
Think about the average independent restaurant owner today. They use one tool for QR payments, another for online ordering, a separate system for reservations, and yet another dashboard for marketplace deliveries through Wolt, Uber Eats, or Glovo. 4Restaurants operate in a highly dynamic market with structurally low margins and increasing operational complexity. Many lack the tools to efficiently manage online orders, reservations, delivery integrations, and marketing activities.
Choice bundles all of this into one admin panel. Here is what restaurants get under a single subscription:
- Website builder with custom domain
- Commission-free takeaway and delivery ordering
- QR menus, QR payments, and QR ordering
- Reservation management integrated with Google
- Marketplace integrations with Wolt, Bolt Food, Foodora, Glovo, Uber Eats, and Just Eat Takeaway
- Loyalty programs across all channels
- POS and EPOS integrations without replacing existing systems
28 While traditional POS systems focus on the automation of the back office of the restaurant, Choice’s mission is to become the main software that restaurants use for communication with their guests both inside and outside the restaurant, essentially becoming the front office of the restaurant.
Choice restaurant SaaS platform Series A funding Europe expansion
The Numbers Behind the Growth
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The company’s traction speaks for itself:
| Metric | Current Figure |
|---|---|
| Registered restaurants | 30,000+ |
| Paying customers | 7,000+ |
| Monthly orders processed | 1.5 million+ |
| Monthly gross merchandise value | ~€35 million |
| Annual subscription revenue | $5 million+ |
| Active markets | 9 (Czech Republic, Poland, Slovakia, Hungary, Lithuania, Latvia, Estonia, Ukraine, Romania) |
| Team size | 228 employees |
1 Choice has doubled year-over-year and is targeting €500 million in monthly turnover within the next three to four years. 4 The startup recently reached monthly profitability.
That last detail matters a lot. Reaching monthly profitability before a major expansion push is a strong signal to investors and competitors alike.
A Forbes 30 Under 30 Founder With a Travel Tech Background
32 Foodtech startup Choice was founded by Alex Ilyash, a Forbes 30 Under 30 Czech edition honoree. 2 Launched by Alex Ilyash, Robert Novosad, and Volodymyr Olyanitsky, Choice provides a cloud-based platform for restaurants that integrates ordering, reservations, loyalty programs, and marketplace connections. 30 Alex Ilyash is an accomplished entrepreneur with a strong background in the travel and SaaS industries. As the Founder and CEO of Choice since September 2020, Alex has developed a B2B SaaS platform that enables restaurants to create websites. Before Choice, he built DAVINCI, a B2B travel booking system.
His vision for the company is bold but clear. He told reporters: “Our vision is to free restaurant staff’s hands using AI.” 4Once Choice is connected, the software starts collecting data, creating content, and managing marketing activities to increase restaurant revenues and customer retention.
The founding story also has a powerful human angle. Ilyash, originally from Ukraine, built the company from Prague with a team spread across multiple countries, even as war disrupted his homeland. That resilience runs deep in the company’s DNA.
Europe Expansion: Portugal, Spain, Italy, and Beyond
1 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.
This is where the Lisbon-based lead investor, Alea Capital Partners, becomes a strategic piece of the puzzle, not just a financial one. Having a local partner in Portugal gives Choice a direct runway into Southern European markets.
“We understand the fragmentation of the European restaurant market and the need for localisation. But we see this as a competitive advantage. We know how to scale in Europe.” – Alex Ilyash, Founder and CEO
1 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.
Why the Timing Is Right for Restaurant Tech
The broader market trend is working in Choice’s favor. 20The Europe foodservice market size in 2026 is estimated at USD 1.04 trillion, growing from 2025 value of USD 0.95 trillion with 2031 projections showing USD 1.61 trillion, growing at 9.18% CAGR over 2026 to 2031.
4 The European restaurant industry generates nearly €500 billion annually and is rapidly evolving due to the growth of delivery services, digital ordering, and cloud kitchens.
The push for unified platforms is no longer optional. 22The frustration with fragmented tech is driving a push toward unified platforms and consolidation in the tech vendor space. Industry experts predict a wave of mergers among restaurant tech providers in 2025 to 2026 to offer end-to-end solutions. The ideal scenario for an operator is one dashboard to manage everything.
21 According to NetSuite’s restaurant industry report, 86% of restaurant operators consider technology adoption extremely important to their competitive strategy. And 33 Choice has succeeded in connecting 7,500 restaurants on an investment of just €1 million, while competitor Sunday connected only 4,000 restaurants on an investment of $125 million over the same period.
That kind of capital efficiency is rare in the SaaS world. It tells you something about how well the team executes.
With restaurants across Europe fighting tight margins, rising costs, and growing customer expectations, the need for a single platform that handles everything from the first online search to the final payment has never been stronger. Choice is not just riding this wave. It is building the surfboard. 3The company entered the Romanian market in 2025 and has already attracted its first paying restaurants, proving the playbook works in new territories. For independent restaurant owners who feel stuck between expensive, disconnected tools and big delivery platforms eating into their profits, this story is worth watching closely.
Drop your thoughts in the comments below. Are you a restaurant owner using multiple tools to run your business? Would a single platform like Choice make your life easier?
