The funding round was led by Portuguese venture capital fund Alea Capital, with participation from Polish fund Smartlink and existing investors Reflex Capital and J&T Ventures from the Czech Republic. With this investment, the company's total funding raised reaches €10.8 million.

Choice is developing a B2B SaaS platform that allows restaurants to manage their digital presence, online orders, deliveries, and customer relations in one place. The company currently works with over 30,000 registered restaurants, of which more than 7,000 are paying customers, in nine European markets. Romania is one of Choice's newest markets, but the company sees potential for the development of the restaurant and delivery services sectors.

"Romania is a dynamic market for the restaurant and delivery industry. We are seeing an increasing openness to digitalisation, and the interest received from our first customers confirms that local restaurants are looking for solutions that give them more control over sales and customer relations," says Alex Ilyash (in photo), Founder and CEO of Choice.

The Choice strategy aims to reduce restaurants' dependence on high-commission delivery marketplaces while maintaining access to the demand generated by these platforms. The platform integrates with delivery services such as Wolt, Glovo, and Bolt, allowing restaurants to manage orders from a single interface. A portion of the new funding will be directed toward developing artificial intelligence-based modules to automate marketing campaigns, generate personalised promotions, and help restaurants optimise sales using data from customer interactions.