Restaurant tech startup Choice closes $7.1M Series A

"Choice was founded in 2021 by Alex Ilyash, who previously built DAVINCI, a B2B SaaS hotel reservations platform serving 10,000 hotels across Europe, alongside Volodymyr Olyanitsky and Robert Novosad. The platform was originally conceived as an online presence tool for restaurants."

"It has since grown into what the company describes as a full operating system for independent and multi-location venues: a website builder with a custom domain, commission-free takeaway and delivery ordering, QR menus, QR payments, table reservations integrated with Google, connections to the major delivery marketplaces (Wolt, Bolt Food, Foodora, Glovo, Uber Eats, and Just Eat Takeaway), loyalty programmes, and POS integration, all managed from a single admin panel, under one subscription."

"Alea Capital Partners, a Lisbon-based B2B SaaS investor, led the round, with participation from existing backers Reflex Capital, Smartlink, and J&T Ventures. Alea's involvement is a deliberate signal: the firm will support Choice's scaling efforts across Southern Europe specifically, with Portugal serving as the first Western European beachhead before expansion into Spain and Italy."

Choice is an all-in-one SaaS platform consolidating restaurant operations including ordering, payments, reservations, and marketplace integrations into a single subscription. Founded in 2021 by Alex Ilyash, Volodymyr Olyanitsky, and Robert Novosad, the platform evolved from an online presence tool into a comprehensive operating system for independent and multi-location restaurants. It offers website building, commission-free ordering, QR menus and payments, table reservations, loyalty programs, and POS integration managed through one admin panel. The $7.1 million Series A, led by Lisbon-based Alea Capital Partners with participation from existing investors, funds expansion into Western Europe, beginning with Portugal and progressing to Spain, Italy, France, Germany, and the Netherlands.

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