Choice, a software company from Prague, is rapidly evolving in the restaurant tech industry. Its approach integrates multiple services into a single platform, making it appealing to restaurant operators. Customers now expect streamlining and accessibility, pushing Choice to deliver new solutions. Scaling in the diverse European market demands adaptation, a challenge Choice aims to tackle strategically.
When revisiting Choice’s past developments, its initial focus on enabling online communication between restaurants and customers has significantly evolved. Originally founded five years ago, this transformation into a unified operating system signifies its adaptability. The platform’s progressive expansion beyond standalone services, like QR payments and online ordering, now positions itself against its fragmentary predecessors.
How Will Choice’s Platform Differ?
Distinct from single-function restaurant technologies, Choice offers an all-in-one solution. It encompasses features like a website builder, no-commission delivery ordering, and QR capabilities. Reservation management and marketplace integrations enrich the system, all accessible from a single admin panel. Such multifunctionality caters to over 30,000 restaurants, including over 7,000 paying users across several Central and Eastern European countries.
Will New Markets Boost Performance?
Expansion is underway, with plans to explore Southern European markets like Portugal, Spain, and Italy, followed by France, Germany, and the Netherlands. The target of €500 million in monthly turnover underscores ambitious growth goals. CEO Alex Ilyash highlights their approach using local sales teams, stating,
“We understand the fragmentation of the European restaurant market and the need for localisation.”
Rui Escaleira, Alea Capital’s Co-Founder, appreciates the platform’s value in addressing operational efficiencies, emphasizing,
“By giving restaurants greater control over digital ordering, additional revenue generation, and a more balanced relationship with delivery platforms, Choice App helps operators protect profitability while improving the end-customer experience.”
Such backing suggests confidence in Choice’s ability to improve restaurant profit margins.
The fresh investment will concentrate on developing AI-driven product modules and amplifying sales and marketing endeavors. Each new market entry will coincide with hiring local talent to enhance support structures, facilitating better customer engagement.
As the restaurant industry continuously faces evolving demands, platforms like Choice demonstrate significant potential. While support for local markets is pivotal, the integration of advanced technologies remains crucial. Amidst fierce competition, Choice’s commitment to remaining adaptable might position it favorably. Balancing expansion with sustainable growth will remain key in maintaining their momentum.
