Rising labour costs, rapid staff turnover, and outdated systems continue to disrupt frontline industries. Many businesses still depend on clunky, inefficient tools to manage staff and operations. Danish startup All Gravy is tackling these long-standing issues with an AI-powered workforce platform built to streamline day-to-day tasks and enhance employee experience. Now, the company is scaling up its solution with a fresh $2.9 million funding round to expand into the UK.
The seed round was co-led by Scale Capital and Moonfire Ventures, with backing from high-profile investors like Zendesk co-founder Alexander Aghassipour, Pleo co-founder Jeppe Rindom, and Voi co-founder Fredrik Hjelm. This strategic support signals growing interest in transforming how frontline teams work—starting with hospitality.
AI Workforce Tech Makes a Big Leap into UK Hospitality
Armed with new capital, All Gravy is accelerating its UK expansion by offering its AI-driven tools to more hospitality brands. The goal? Help businesses boost staff engagement, reduce churn, and modernize their workforce operations. The platform is already gaining traction, with well-known restaurant chains like Dishoom, Pizza Pilgrims, Honest Burgers, and Ottolenghi using the tool to improve operational efficiency.
The timing couldn’t be better. As more companies recognize the value of seamless workforce technology, All Gravy is stepping in to fill the gap with a smart, scalable solution that fits directly into frontline workflows.
From Outdated Systems to AI-First Workforce Tools
Founded in 2020 by Jonatan Mark Rasmussen and Kristian Lundager, the Copenhagen-based startup has seen remarkable growth—tripling its revenue over the past year. Today, All Gravy is deployed across more than 1,000 restaurants and retail outlets globally.
Rasmussen points out the clear disconnect between how people use AI in their personal lives and the outdated tech they’re forced to use at work. “It’s insane that in 2025, we’re still asking employees to download seven terrible apps just to pour a pint,” he says. “That has to change.”
All Gravy replaces those fragmented tools with a single AI-powered solution that integrates everything from scheduling and communication to real-time decision support. Their system analyzes business data to deliver smart recommendations and helps managers act faster. For frontline staff, the platform offers AI assistance on the go—like having an expert always on hand.
Industry Giants Now Call All Gravy First
Six months ago, All Gravy was still knocking on doors. Now, major UK businesses are reaching out themselves. CEO Rasmussen says the shift is clear: “We want to become the default AI-powered people operating system for frontline workers. The service industry is at a breaking point, and we’re here to fix it.”
This new category of workplace tech doesn’t just optimize—it reimagines how operations are run. The platform evolves with usage, learning from day-to-day patterns and offering increasingly smarter solutions over time. The result is a system that not only supports staff but empowers leadership to make data-informed decisions that drive results.
Investors See Frontline AI as the Next Big Frontier
Backing the startup’s vision, Mattias Ljungman of Moonfire Ventures says All Gravy isn’t just another tool—it’s a company reshaping an entire industry. “We invest in startups that do more than improve what’s already there. All Gravy is redefining frontline work. AI isn’t just the next wave—it’s a revolution. And this team is building something customers truly love.”
Judith Schrader of Scale Capital agrees, adding, “Frontline work remains one of the few industries untouched by AI. What Jonatan and his team have created is already driving real impact. We believe All Gravy could become the defining player in this space.”
