The technology startup for restaurants, Choice, has secured a \u20ac6.17 million funding round to support its expansion in Central and Eastern Europe, strategically targeting the Romanian market. This investment stage, led by the Portuguese fund Alea Capital, brings the total volume of capital raised by the company to approximately \u20ac10.08 million. Choice provides a SaaS platform that integrates digital presence management, online ordering, and customer relationship management for the HoReCa sector.<\/p>\n
The round attracted participation from the Polish fund Smartlink, alongside existing investors Reflex Capital and J&T Ventures from the Czech Republic. The platform currently serves over 30,000 restaurants across nine European markets, of which 7,000 are paying customers. Choice proposes a monthly subscription-based business model, which allows restaurants to launch their own commission-free ordering websites, thereby reducing dependence on major delivery apps like Glovo, Wolt, or Bolt, while maintaining technical integration with them for managing orders from a single interface.<\/p>\n
In Romania, where the startup began operations in 2025, development plans include establishing an operational hub in Bucharest during 2026. This structure will include dedicated local teams for sales, onboarding, partnerships, and support. According to the company’s management, the local market demonstrates an increased openness to the digitalization of table services, such as digital menus accessible via QR codes and direct mobile payments.<\/p>\n
The newly raised financial resources will be partially directed toward the development of artificial intelligence modules intended for automating marketing campaigns and personalizing offers based on data collected. With a current team of over 130 specialists in Europe, Choice aims to become the leading provider of technological infrastructure for restaurants in the region, offering a complete ecosystem that includes CRM, reservation systems, and loyalty programs.<\/p>\n
What services does the Choice platform offer for restaurants?<\/strong><\/p>\n Choice provides a comprehensive SaaS solution that includes digital menus, commission-free online ordering systems, CRM, and reservation management.<\/p>\n How does Choice help reduce dependence on delivery apps?<\/strong><\/p>\n Through its subscription-based model, restaurants can launch their own ordering websites, eliminating the high commissions typically paid to third-party delivery platforms.<\/p>\n What are Choice’s plans for the Romanian market?<\/strong><\/p>\n The company aims to open an operational hub in Bucharest in 2026, with local sales and support teams to sustain HoReCa digitalization.<\/p>\n","protected":false},"excerpt":{"rendered":" The technology startup for restaurants, Choice, has secured a \u20ac6.17 million funding round to support its expansion in Central and Eastern Europe, strategically targeting the Romanian market. This investment stage, led by the Portuguese fund Alea Capital, brings the total volume of capital raised by the company to approximately \u20ac10.08 million. Choice provides a SaaS…<\/p>\n","protected":false},"author":0,"featured_media":119301,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2853],"tags":[2888],"thb-sponsors":[],"class_list":["post-119340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investment","tag-bucharest"],"article_style_override":"on","post-style":"style2","post_via":[{"title":"forbes.ro | 16.03","post_source_url":"https:\/\/www.forbes.ro"}],"post-top-image":"https:\/\/rhn.ro\/wp-content\/uploads\/2019\/11\/investitii-3.jpg","_links":{"self":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts\/119340","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/comments?post=119340"}],"version-history":[{"count":2,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts\/119340\/revisions"}],"predecessor-version":[{"id":119384,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts\/119340\/revisions\/119384"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/media\/119301"}],"wp:attachment":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/media?parent=119340"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/categories?post=119340"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/tags?post=119340"},{"taxonomy":"thb-sponsors","embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/thb-sponsors?post=119340"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}