Choice transforms, through digitalization, the relationship between restaurants and customers

A tech startup attracts $7.1 million and bets on Romania as a key market in Central and Eastern Europe.

In an industry where the experience starts more and more often on the phone screen, restaurants are rethinking the way they communicate, sell and build loyalty. The startup Choice enters this landscape with a clear promise: control. Control over orders, over data and, above all, over the relationship with the customer. And the new round of funding confirms that this direction is not only relevant, but inevitable.

An investment that accelerates change

Startup Choice recently raised $7.1 million in funding in a round led by Alea Capital, alongside Smartlink and existing investors such as Reflex Capital and J&T Ventures. Thus, the total funding reaches 11.6 million dollars.

This investment comes at a time when the HoReCa industry is undergoing a profound transformation — one in which digitalization is no longer a competitive advantage, but an operational necessity.

Romania, a booming market

Entering the local market in 2025, Choice has already attracted the first paying restaurants, a sign that interest exists and is growing.

“Romania is an extremely dynamic market for the restaurant and delivery industry. We see a growing openness to digitalization, 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, Founder and CEO of Choice.

Plans for 2026 include the development of an operational hub in Bucharest, with dedicated sales, support and partnership teams — a clear signal that Romania is seen as a strategic point in the region.

A digital ecosystem in a single platform

Choice proposes a B2B SaaS platform that works as a complete operating system for restaurants.

From online ordering and deliveries, to bookings, CRM and loyalty programs, all functionalities are integrated into a single admin panel.

An essential element is reducing dependence on delivery marketplaces. Restaurants can create their own sales channels, without commissions, while maintaining control over data and margins.

“Restaurants operate in a highly competitive environment, with very low margins and rising costs. The Choice platform provides them with the digital tools through which they can increase their sales and maintain control over the relationship with customers,” says Robert Novosad, Co-Founder and Head of Operations.

QR, AI and the future of the restaurant experience

One of the most visible trends is the adoption of QR ordering and digital payments — solutions that simplify the experience and reduce pressure on staff.

“We are seeing a growing interest from restaurants in Romania for digital tools that simplify operations and improve the customer experience. The Choice platform brings in one place functionalities such as online ordering, reservations, loyalty programs and marketing tools”, says Alexandru Punga, Head of Sales Choice Romania.

In parallel, the company is investing in the development of AI-powered modules — capable of automating campaigns, generating personalized offers and optimizing sales based on customer behavior.

An industry in redefinition

With more than 30,000 registered restaurants and more than 7,000 paying customers in nine European markets, Choice is positioning itself as a relevant player in a sector in the midst of reinvention.

But beyond the numbers, the change is a paradigm shift: the restaurant is no longer just a physical space, but a digital ecosystem, where every interaction counts.