UK headquartered Serve First, which combines AI driven analysis with customer experience audits to equip teams with the insights they need to address customer issues and improve service quality, has announced the expansion of its US operations with a new office in Alpharetta, Georgia, and the appointment of Brad Christian as US Managing Director.

The move follows the appointment of Jeremy Michael as Chief Revenue Officer earlier this year. 

Also earlier this year, the company announced it had secured £9.5 million in investment over a 13-month period, while almost doubling its annual recurring revenue (ARR) to more than £3 million. Its customer portfolio includes EG On The Move, The Sushi Co, Topps Tiles and Spud Bros.

The new US office will support existing clients rolling out Serve First programmes internationally, while helping 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.

Its platform brings together customer feedback, audits and mystery shopping data, while its built in AI analyst, EVA, helps businesses identify issues at individual locations and turn insights into actionable improvements for frontline teams.

“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.” 

“Jeremy and Brad bring a wealth of industry experience to Serve First. With Jeremy driving our global commercial strategy and Brad overseeing our US operations, we have the leadership in place to support our next phase of international expansion.”

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.

“Traditional CX programmes have too often focused on collecting data rather than driving meaningful change on the front line,” says Christian “Metrics matter but meaning matters more. When teams have the right insights, tasks and support to change how they work, brands can deliver better customer experiences.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.