The restaurant software problem

Independent restaurants handle marketing, data and software after closing, if at all. Most cannot afford separate teams for marketing, hospitality consulting or tech support.

Ten tools, one owner

A single venue runs ten separate products to manage one guest journey: point of sale, payments, reservations, SMS marketing and integrations. Staff resist learning another dashboard from day one.

Choice raises $7.1M

Choice, the Prague-founded restaurant platform, raised a seven point one million dollar Series A in March. The company is rebuilding its product as Choice AI.

What Choice AI does

Choice AI connects to menus, reservations, marketing and reviews. Owners ask questions in any language and the AI makes changes: updating prices, setting promotions, fixing menu syncs.

No training needed

Restaurants do not need to know how to use the platform. They say what they need and the AI sets it up in the background. Requests work in Romanian or any other language.

“Restaurants don't need to know how to do anything on the platform. They just say what they need, and the AI sets it up for them in the background.”

Data into insight

Owners ask why sales dropped, which dishes sell together or which delivery areas bring most orders. The system answers from restaurant data instead of exported spreadsheets.

One request, many actions

An owner can ask Choice to raise burger prices by five percent and set up a weekend promotion. The system finds products, updates menus and website, and prepares the campaign at once.

Acting like a manager

Choice AI finds the closest match when a menu item fails to sync with the point of sale and fixes it, rather than pointing the owner to a settings page.

“Choice should increasingly act like a manager that takes ownership of the task, not another assistant telling somebody else what needs to be done.”

Replacing external agencies

A chain has marketing managers, developers and analysts. An independent owner covers everything. Outside agencies rarely close the gap because they know little about hospitality.

“Restaurants are sometimes struggling even to make a profit margin. If technology can help them not spend money on external marketing agencies and developers, it helps them actually start making a profit.”

Guest recognition through data

Choice AI reads a guest's past orders, notes and reviews and leaves staff a brief flagging allergies or past complaints. A waiter can remember the white wine you ordered last visit.

Marketing and retention

Owners ask the system to win back guests who have not visited in sixty days or find everyone who orders tequila or vegetarian burgers.

Getting found by AI search

Choice is reworking websites so large language models can read them. Owners describe signature dishes and neighbourhoods, and the system builds FAQ pages and descriptions for AI search.

Growth and European expansion

Choice now counts more than nine thousand paying restaurants and over thirty thousand registered, handling more than two million orders worth about fifty million dollars a month, up from seven thousand paying customers in March.

The five year target

Choice aims to reach about one hundred fifty thousand businesses within five years, representing ten percent of European hospitality. Its base is Central and Eastern Europe, expanding into Germany, Finland, Portugal, Spain and Italy.