All Gravy, a Copenhagen headquartered startup focused on transforming frontline work through AI, has successfully raised € 2.7 million in a seed round. The funding will accelerate the startup’s expansion in the UK, where it has already secured partnerships with major hospitality brands such as Dishoom, Pizza Pilgrims, Honest Burgers, and Ottolenghi.
Founded in 2020 by Jonatan Mark Rasmussen and Kristian Lundager, All Gravy has grown its revenue by over 300% in the last 12 months and is used in more than 1,000 shops and restaurants globally. The company’s innovative approach positions it as a leader in transforming frontline work through AI.
Frontline industries face significant challenges, including rising labor costs, high employee turnover, and outdated technology. All Gravy aims to address these issues by bringing AI into the workplace, enhancing productivity, streamlining operations, and improving the overall experience for frontline teams.
“It’s insane that in 2025, we’re still forcing employees to download seven terrible apps just to pour a pint. This has to change, and luckily we’re experiencing that many of the biggest companies are ready to prioritise it when the right solution is presented to them.”
says Jonatan Rasmussen, CEO and co-founder of All Gravy
AI-Powered Solutions for the Service Industry
All Gravy’s AI-powered platform is designed to meet the expectations of a generation accustomed to seamless technology experiences. The platform collects data from various aspects of hospitality businesses and uses AI to enhance productivity and support decision-making. The AI assistant provides frontline workers with a patient and experienced virtual colleague, adapting to their needs and ultimately helping managers become better leaders.
“Gen Z is used to TikTok, Instagram, and ChatGPT, but when they enter the workforce, they’re met with outdated pen and paper in restaurants and retail stores. We’re building tech that augments human intelligence by developing and training it on the specific issues that arise at each individual customer,”
Rasmussen explains
The seed round was co-led by Scale Capital and Moonfire Ventures, with participation from notable investors including Alexander Aghassipour (co-founder of Zendesk), Jeppe Rindom (co-founder of Pleo), and Fredrik Hjelm (co-founder of Voi).
“Frontline work is one of the last major industries yet to be transformed by AI. Jonatan and his team have built something that’s already making a real impact, and we believe they have the potential to define this category,”
says Judith Schrader, Investor at Scale Capital
With the new funding, All Gravy plans to scale its operations across the UK, bringing AI-powered workforce management to businesses seeking better ways to engage and retain their teams. Rasmussen notes the shift in market perception:
“Six months ago, the largest UK companies would not pick up the phone when we called. Now they’re calling us. We want to be the default AI-powered people operating system for frontline workers.”
