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All Gravy has quickly established a solid foothold in the UK. In just nine months, the Danish tech company has matched the revenue it took them four years to generate in Scandinavia — and the UK now accounts for half of their business.

We’ve followed the journey from the beginning, and in this interview, co-founder Jonatan Marc Rasmussen shares how they landed clients like Dishoom and Ottolenghi, scaled the team without losing their culture — and why the US is next. He also reveals All Gravy’s new AI colleague, already saving HR teams days of work.

Jonatan Marc Rasmussen, Co-founder of All Gravy

Since we last spoke, you had just gained quite a bit of (media) attention in the UK and secured major collaborations with, among others, Ottolenghi and Honest Burgers. What’s the current status of your UK adventure?

“Well, fortunately, it has only gone one way in the UK since our launch – we’ve landed many more clients of the same caliber, such as Wahaca, Dishoom, and White Rabbit Projects.

We went from the UK accounting for about 3% of our revenue last summer to now representing around half of our total revenue.

It’s been exponential growth, where in just nine months in the UK, we matched the revenue it took us four years to generate in Scandinavia.”

What have you particularly succeeded with in the UK?

“It’s a combination of landing the right clients—those everyone else looks up to—while delivering on the product vision we’ve set for them.

At the same time, the UK is an incredibly tech-hungry market, especially when it comes to AI, where the whole industry is currently figuring out how to avoid falling behind given the rapid pace of this new technology.

Luckily, we are well-positioned to help them.”

What’s the next geographic step? Are there any particular markets you’re eyeing now?

“There are still plenty of companies in the UK, so we’re fully focused there – but we’ve also started looking at the next step, with big dreams of entering the US.

It’s a market with huge demand for digital solutions, a massive frontline workforce—and overall, it’s just a huge market.”

De 2 founders af All Gravy: Kristian Lundager (tv) & Jonatan Marc Rasmussen (th)

Herhjemme er der fart på ansættelserne – I har vel hyret omkring 20 nye medarbejdere det seneste år? Hvordan har det været at skalere teamet, og hvordan sikrer I, at jeres kultur følger med?

“Vi er nået til et sjovt sted, hvor vi skal have en blanding af erfarne folk, der kan løfte os, samtidig med at vi ikke taber den gnist og execution power, vi har i teamet.

Vi er heldige at have en stærk tiltrækningskraft – vi fik feks. 500 ansøgninger på en udviklerstilling over en weekend – hvilket også gør, at vi har været i stand til at hente folk på allerhøjeste hylde.

Jeg hørte fra en af vores medarbejdere, at vi er det sted, han nogensinde har interviewet, der har mest fokus på kultur. Og det er bestemt vores følelse, at kulturen, vi har skabt, bliver båret igennem – selv med de mange ansættelser.”

One of your new product features is the “AI colleague.” What does that involve?

“We call it an AI colleague because it’s not just a chatbot or a helpdesk – it’s a team member that employees can ask anything, anytime.

Whether it’s ‘How do I swap a shift?’, ‘What do I do if I forgot to clock out?’ or ‘How do I handle an angry customer?’ — they get immediate answers based on the company’s own procedures and culture.

With our Norwegian client Tusenfryd, we saw that during the first weekend, it answered 280 questions — questions that no longer need to be handled by HR or a manager. That’s equivalent to saving 2-3 days of work.

At the same time, it helps managers in the background by automating repetitive HR tasks and flagging issues that need attention. It constantly learns from what’s happening in the company. Over time, it becomes not just reactive but proactive.

It’s like having a super helpful colleague who learns how your business works — and never takes a day off.”

And even though that’s a big question (an interview in itself): How much does artificial intelligence generally mean to you?

“What I constantly focus on is that this technology is developing exponentially. A year ago, it could write like a 9th grader. Now, it writes like a pretty good professional copywriter. I dare not imagine where the technology will be in 1, 2, or 3 years.

So for us, it’s important that everyone in the company experiments with this every day—figuring out how they can use it in their daily work to become more efficient.

At the same time, it’s essential for us to integrate it into all relevant workflows in our product, because it simply accelerates the product as fast as this technology evolves.”

If we talk again after the summer—what do you hope will be the most important thing that has happened at All Gravy by then?

“Well, I hope that we are at a place where our AI colleague has become everyone’s go-to.

That All Gravy is not just the operational heart of companies through the communication and training platform—but actually solves more and more of the ‘boring’ tasks, so people can spend their time on what really matters!”

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