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We’ve been following Jonatan Marc Rasmussen and All Gravy since the Danish startup first began looking beyond its home market. Now, another significant chapter has been added to the story: European tech publication Sifted has ranked All Gravy number 13 among the fastest-growing startups in the Nordics.

Since our last story, its UK business has grown significantly, Germany has joined the picture, its first customers have landed in the US, and the team has doubled in size in just six months.

We sat down with Jonatan to talk about the growth, the international expansion and what comes next for All Gravy.

Jonatan Marc Rasmussen, All Gravy

Jonatan, let’s get straight to it. Sifted has ranked All Gravy number 13 among the fastest-growing startups in the Nordics. What do you think you’ve got right?

“First and foremost, we’ve built a product that is 10x better than the products currently on the market for hospitality and retail businesses. They’ve been used to needing six different pieces of software to solve what we solve with one elegant solution, whether you have 20 or 9,000 employees.

We’ve also managed to build agents that make a real difference for our customers, saving HR and operations teams several working days. For example, surveys with 1,000 respondents can now be analysed in 30 minutes instead of two working days. Employee onboarding, including all the administration, contracts and everything else, can be handled end-to-end by an agent instead of a person spending two hours on it. That means the human can spend that time actually saying welcome.

At the same time, we went hard on international expansion as soon as we had something that worked. Our goal isn’t to become the best local burger restaurant. Our goal is to become McDonald’s.”

The UK now accounts for close to 70% of your revenue. How does the split between Denmark, the UK and your other markets look today?

“The UK is now approaching 70% of our revenue, while a market like Germany is actually growing even faster than the UK did at the same stage.”

How is the product evolving?

“We now have a product and engineering team of 20 people, who can deliver 3–5x more than they could just a year ago because of AI. We completed our 2026 roadmap within the first three months of the year, but that hasn’t made us slow down in any way. If anything, we’ve become even more aggressive about how much value we can create in the product.

Beyond communication, training, engagement and operations, we can now cover the entire employee journey, including scheduling, holidays, contracts and performance reviews.

And perhaps most importantly, we’ve built agents on top of our software. Agents that take responsibility for entire areas of work, such as coordinating new employees, scheduling shifts, ensuring compliance with employment law and much more.

Competitors are now launching what we built two years ago. That’s fine, but you don’t become number one by copying number one.”

De 2 founders af All Gravy: Jonatan Marc Rasmussen & Kristian Lundager

What are the larger British chains seeing in All Gravy and what is making them buy into the platform?

“What is becoming clear to these large chains is that they can bring in a piece of software that solves their biggest headache: people.

We work with industries where people, and their energy and competence, are the product. If you want to grow from 20 to 40 locations, or even from 150 to 250, you simply have to put a stop to the fact that 80% of your employees leave every year. You can’t recruit your way out of that problem. That’s where All Gravy comes in.

The difference between a thriving business and a dying one is simply how good you are at retaining and motivating your employees, as well as your ability to develop them from their first day all the way to becoming a manager. They can see that this is something they can bottle with us, not just a system that can handle large enterprises, but also a system where agents give HR teams the space to work strategically because they are no longer caught up in the increasingly demanding coordination tasks that come with growing a business.”

Last time we spoke, the US was the next step. Germany came first. Why?

“The German market pulled us in. We signed one of the largest chains in Europe, which came to us after its owners had seen us working successfully with several of their English businesses. Afterwards, we realised there is a huge market right next door.

We’ve actually just closed our first five customers in the US. At our size, it’s still an experiment. But it’s one that looks very promising.”

You’ve gone from 30 to 60 employees in just six months, with plans to hire another 20 before the end of the year. What is driving such rapid growth?

“We have a market that is practically ripping the product out of our hands, so we are running to keep up. Everyone in the industry in the UK knows us, we are well on our way in Germany, and of course we still have a lot of customers we work closely with here at home.

At the same time, we’ve only just started on our product. That means massively scaling our product team, the team looking after customers, and of course our sales team to meet the demand we are seeing.

Our growth in headcount is smaller than our growth in revenue, precisely because AI has become such an integrated part of the way we work. We can all do more than we could a year ago.

Right now, we’re looking for talented salespeople, designers and developers who are good at working with AI – and, even more importantly, who know how to make it feel as human as possible. For us, it’s about building the most fantastic product experience, whether that product is agents or software.”

If you had to put one headline on All Gravy’s development since our article last year, what would the biggest change be?

“From software to colleague. We are still on the journey, but we have come a long way from being a system that made HR and operations teams more efficient. Today, we deliver agents that can onboard new employees, handle shift scheduling and ensure compliance with employment law.

It’s getting closer to a colleague. And that is the change that has taken us from being a Danish startup with a good idea to becoming the platform some of Europe’s largest chains are building their employee experience on.”

Photo: The entire All Gravy team following the news that they had been ranked 13th on Sifted’s list of the fastest-growing startups in the Nordics.

The growth is impressive, the image quality slightly less so. The excitement, however, is unmistakable.

What is the next big goal?

“To become the platform through which frontline employees around the world experience work. At the same time, we want HQ teams to spend their time on value-creating initiatives rather than what unfortunately takes up a lot of their time today: coordinating the many people who move through these businesses every year.

In concrete terms, that means three things: Germany needs to become our next UK. The US needs to move from an experiment to a real market. And the product needs to go from helping people do their jobs to making their jobs better. The 19-year-old starting their first job today should have a better path from their first shift to becoming a manager than anyone has had before.”