Rising labour costs, high staff turnover, and outdated technology create significant challenges across frontline industries. Businesses still rely on “clunky workforce tools,” making day-to-day operations inefficient. All Gravy addresses these pain points with an AI-first approach. The company aims to transform frontline work by improving efficiency and employee experience and scaling its AI-powered workforce platform for frontline workers.
Today, this Danish startup raised $2.9M to expand its AI-powered workforce platform in the UK. Scale Capital and Moonfire Ventures co-led All Gravy’s latest seed round. They received additional support from prominent investors. These investors include Alexander Aghassipour (co-founder of Zendesk), Jeppe Rindom (co-founder of Pleo), and Fredrik Hjelm (co-founder of Voi).
With its fresh funding, All Gravy is expanding across the UK. The company brings AI-powered workforce management to businesses. They aim to improve staff retention and engagement. Consequently, the growing demand for modern workforce solutions has propelled the company’s rapid adoption among hospitality brands. All Gravy already has partnerships with major hospitality brands, such as Dishoom, Pizza Pilgrims, Honest Burgers, and Ottolenghi.
From clunky systems to All Gravy‘s AI-powered efficiency
Founded in 2020 by Jonatan Mark Rasmussen and Kristian Lundager, All Gravy is headquartered in Copenhagen. The company has tripled its revenue in the past year. Now, it is used in over 1,000 shops and restaurants globally.
Many frontline workers are accustomed to AI-powered assistance in daily life, from perfecting a recipe to planning a holiday. However, in their professional environments, they often encounter outdated, cumbersome systems.
“It’s insane that in 2025, we’re still forcing employees to download seven (terrible) apps just to pour a pint,” says Jonatan Rasmussen, CEO and co-founder of All Gravy. “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.”
The platform collects and analyses data across hospitality businesses, using AI to boost decision-making and improve efficiency. Its AI assistant provides frontline staff with real-time guidance and solutions, evolving over time into an experienced advisor for managers. This allows leadership teams to make more informed decisions while fostering a more engaged workforce.
“Six months ago, the largest UK companies would not pick up the phone when we called. Now they’re calling us,” says Rasmussen. “We want to be the default AI-powered people operating system for frontline workers. The service industry is at a breaking point. We’re here to fix it.”
Building the future of frontline work
Mattias Ljungman, Partner at Moonfire Ventures, highlights the company’s transformative potential: “We back companies that don’t just enhance existing solutions but fundamentally reshape industries. All Gravy is doing exactly that for frontline work. AI is not just another wave of innovation; it’s a transformative force on par with the internet, redefining efficiency, decision-making, and human-machine collaboration. We’ve found a team that has harnessed AI’s full potential to build an intelligent, intuitive product that customers love. Their early traction isn’t just impressive – it’s proof that AI-driven solutions are setting a new standard for the future of work.”
Judith Schrader, an Investor at Scale Capital, adds: “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.”
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