Free · No commitment
See All Gravy
in action.
Book a personalised walkthrough and see how hospitality teams save hours every week with one platform for comms, learning, and operations.
Book a free demo
Book a personalised walkthrough and see how hospitality teams save hours every week with one platform for comms, learning, and operations.
Book a free demo
CEO & 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.
Rasmussen started his career in financial services consulting before moving into venture building and commercial leadership.
CEO & 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 from Scale Capital, Moonfire Ventures, and angel investors including co-founders of Zendesk, Pleo and Voi.
VP, Strategy & 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 & Partner
Nordic Knowledge Partners
2015 – 2016
Venture Developer
Founders
2012 – 2016
Senior Consultant
Oliver Wyman
2009 – 2012
Management consulting in the financial services industry.
BA (Hons) Economics & Management
University of Oxford
2010 – 2013
International Business (1 year)
Copenhagen Business School
2009
Danish (native) · English (fluent)
All Gravy is an AI-powered employee app built for hospitality and retail. It replaces WhatsApp groups, PDF handbooks and separate LMS platforms with a single branded mobile app.
The platform covers communications, learning, AI (an AI Colleague that answers staff questions), and operations. Founded in Copenhagen in April 2020.
Outside of All Gravy, Rasmussen is an active angel investor and advisor to early-stage startups.
Angel Investor
wawa fertility · Innoflow · Dealflow
Advisor & Mentor
Antler · InsurTech Hub Munich
All Gravy and Rasmussen have been featured in leading European tech publications:
Rasmussen speaks regularly at tech and hospitality events on AI, frontline workforce technology, and Nordic startups entering the UK.
"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% 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
Rasmussen in 2024
All Gravy Limited (UK)
Waterhouse Square
London EC1N 2SW
Company No.: 14103635
All Gravy ApS (DK)
Struenseegade 15A
2200 Copenhagen
Company No.: DK41335874
All Gravy NO AS (NO)
Hvamstubben 17
2013 Skjetten
Company No.: 931 624 032
All Gravy Sweden AB
Postfack 2381
116 74 Stockholm
Company No.: 559445-3077
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