Serve First Opens Alpharetta Office and Appoints Brad Christian as US Managing Director

Serve First, a UK-based customer experience firm, has opened a US office in Alpharetta, Georgia, and appointed Brad Christian as US Managing Director, Retail Technology Innovation Hub reported on October 22, 2026. The move follows a £9.5 million investment and annual recurring revenue above £3 million.

Serve First's Alpharetta Office and US Team

Serve First combines AI-driven analysis with customer experience audits to give teams insights for addressing customer issues and improving service quality. The new US office will support existing clients rolling out Serve First programmes internationally and help the company reach more multi-site operators across the region. Serve First is building dedicated customer success and marketing teams in the US, with a focus on hospitality, convenience retail, fuel forecourts and facilities management.

Qsrmagazine reported that Christian brings over 20 years of customer experience industry experience and will work with brands across restaurants, hotels and retail. The US office supports global expansion of existing client programs.

"Our growth reflects increasing demand from businesses looking to move beyond measuring customer experience and start making meaningful operational improvements," says Erol Ayvaz, CEO at Serve First. "Having a dedicated team on the ground in the US will allow us to better support our international clients and bring our technology to more businesses across the region."

Serve First's Funding and Platform

According to akta.pro company records, Serve First raised £5 million in a Series A follow-on in April 2026 from Pembroke VCT and Midlands Engine Investment Fund II (Mercia Ventures), bringing total funding to £9.6 million. The same records show annual recurring revenue exceeding £2 million, nearly doubled since a June 2025 initial funding round. Serve First's platform brings together customer feedback, audits and mystery shopping data, with a built-in AI analyst, EVA, that helps businesses identify issues at individual locations.

Serve First's Earlier Expansion and Partnerships

In July 2026, Serve First announced a partnership with UK forecourt and convenience retailer EG On The Move, covering the operator's 187 UK sites, Retail Technology Innovation Hub reported. In April 2026, the company expanded into seven European countries through a contract with Alphega Pharmacy covering more than 2,500 pharmacy locations, according to akta.pro company records. In June 2025, Serve First formed a joint partnership with United Outcomes to create a risk assessment and planning app for Martyn's Law compliance.

Serve First's Leadership Appointments

Serve First appointed Jeremy Michael as Chief Revenue Officer earlier in 2026. Michael spent 16 years at a global customer experience management firm, including 12 years as UK Managing Director, and most recently served as Senior Vice President, Global Accounts. Christian was previously Chief Customer Officer at a customer experience consultancy and Chief Commercial Officer for the experience practice of a global market research firm.