Jonatan Marc Rasmussen

CEO and Co-founder of All Gravy - the AI-powered employee app for hospitality. Oxford-educated entrepreneur building the future of frontline work from Copenhagen and London.

Rasmussen grew up in a hospitality family and has spent his career at the intersection of technology, finance and frontline work. After management consulting at Oliver Wyman and scaling the commercial team at UserTribe from zero to 15 people, he co-founded All Gravy in April 2020 with Kristian Lundager.

The idea came after conducting over 300 qualitative interviews with hourly-paid employees and gig workers - uncovering the fragmented tools, disconnected teams and high turnover that define the hospitality industry. Today, All Gravy is used in over 1,000 restaurants and shops worldwide.

1,000+Restaurants and shops

6M+ EURTotal funding raised

3xRevenue growth (YoY)

300+Employee interviews

Customers include: Dishoom, Pizza Pilgrims, Honest Burgers, Honest Burgers, L'Osteria, Ottolenghi, Wahaca, Gails, Oakberry, Tusenfryd.

Career

Current

CEO and Co-founder

All Gravy

Apr 2020 - present

Co-founded with Kristian Lundager (CTO). Built an AI-powered employee app from zero to 1,000+ hospitality locations across the UK, Scandinavia and Germany. Raised 5.9M EUR from Scale Capital, Moonfire Ventures, and angels including co-founders of Zendesk, Pleo and Voi.

VP, Strategy and Growth

UserTribe

2016 - 2019

Built the commercial team from scratch to 15 people. Company grew from 20 to 70 employees, doubling revenue year-over-year.

COO and Partner

Nordic Knowledge Partners

2015 - 2016

Venture Developer

Founders

2012 - 2016

Senior Consultant

Oliver Wyman

2009 - 2012

Management consulting in financial services.

Education

BA (Hons) Economics and Management

University of Oxford

2010 - 2013

International Business (1 year)

Copenhagen Business School

2009

Languages: Danish (native), English (fluent)

About All Gravy

All Gravy is an AI-powered employee app for hospitality and retail. It replaces WhatsApp groups, PDF handbooks and separate LMS platforms with one branded mobile app covering communications, learning, AI and operations. Founded in Copenhagen, April 2020.

Company founded in CopenhagenApr 2020

Pre-seed - 3.2M EUR raised (Moonfire lead)Oct 2022

UK expansion - Dishoom, Honest Burgers onboarded2024

Seed - 2.7M EUR (Scale Capital and Moonfire)Mar 2025

1,000+ locations milestone2025

Angel investments and advisory

Rasmussen is an active angel investor and advisor including wawa fertility, Innoflow and Dealflow. Advisor at Antler and InsurTech Hub Munich.

Press

All Gravy secures $2.9MTech.eu, Mar 2025

Bringing AI to frontline workersEU-Startups, Mar 2025

Danish startup lands $2.9M seedArcticStartup, Mar 2025

Dansk restaurant-startup rejser millionerTechSavvy, Mar 2025

Startup of the Week: All GravyTechRound, Mar 2025

All Gravy raises 2.7M EUROresund Startups, Mar 2025

Giving shift workers financial freedomEU-Startups, Oct 2022

Speaking and podcasts

AI in Hospitality (S2 E5)After Service, Mar 2026

The Future of Hospitality TrainingCaptive Conversations, 2025

Employee Experience of the Future (#225)Hospitality Mavericks, 2023

UK market entry panelCanute by Thursday, 2025

Fintech panelTechBBQ Copenhagen, 2023

Masterclass host - Chip ConleyAll Gravy Events, 2024

What others say

"Frontline work is one of the last major industries yet to be transformed by AI. Jonatan and his team have built something that is already making a real impact, and we believe they have the potential to define this category."

- Judith Schrader, Investor at Scale Capital

"We back companies that do not just enhance existing solutions but fundamentally reshape industries. All Gravy is doing exactly that for frontline work."

- Mattias Ljungman, Partner at Moonfire Ventures

"We got over 50 percent activation in the first hour after launch. It is a huge enhancement to how we connect, learn, and digitalise the culture we are so proud of."

- Customer testimonial, allgravy.com

References