Copenhagen-based All Gravy has raised €2.6 million in its Seed funding round to scale its Gen Z-first, AI-powered platform for frontline workers, accelerating UK expansion after signing major brands like Dishoom, Pizza Pilgrims, Honest Burgers and Ottolenghi.
The funding round was co-led by Scale Capital and Moonfire Ventures, with participation from other prominent investors including Nordic Makers’ Alexander Aghassipour (Co-founder of Zendesk), Jeppe Rindom (Co-founder of Pleo) and Fredrik Hjelm (Co-founder of Voi).
“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.”
All Gravy is an all-in-one employee app that helps retailers & restaurants streamline communications, operations and learning. Founded in 2020 by Jonatan Mark Rasmussen and Kristian Lundager, All Gravy has reportedly grown over 3x revenue in the last 12 months and is being uses by more than 1k shops and restaurants across the world.
According to All Gravy, frontline industries are struggling. Rising labour costs, high employee turnover, and outdated tech are making it harder than ever to attract and retain staff. While most companies still rely on clunky workforce tools, All Gravy aims to bring AI into the workplace to enhance productivity, streamline operations, and create a better experience for frontline teams.
“People want tech to be smooth, whether they work in hospitality or at Google,” continues Rasmussen. “Gen Z is used to TikTok, Instagram, and ChatGPT, but when they enter the workforce, they’re met with outdated pen and paper in restaurants and retail stores.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 and adapting to the needs of the employees.”
All Gravy collects data through all parts of a hospitality business and uses AI to enhance productivity and augment decision-making. With the All Gravy AI assistant, frontline workers get an “endlessly patient and experienced colleague at their fingertips“. Over time, taking in data from across the workspace, the AI will start to also act as the managers’ experienced advisor.
Mattias Ljungman, Partner at Moonfire, says: “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, 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.”
With fresh funding in place, All Gravy is continuing to scale across the UK, bringing AI-powered workforce management to businesses looking for a better way to engage and retain their teams.
“Six months ago, the largest UK companies would not pick up the phone when we called. Now they’re calling us,” concludes 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.”
