A Generation of Paying Users

Today's featured startup is trying its best to make Gen Z workers more productive.

Apr 02, 2025

All Gravy is an app designed for restaurants, cafes, shops, and supermarkets to help shift workers stay organized, engaged, and productive.

The app has two standout features:

An all-in-one approach that replaces multiple workplace apps shift workers currently use.
A modern, social-media-inspired interface tailored for younger employees, who make up the majority of the shift workforce.

One of All Gravy’s key functions is streamlining onboarding. Managers can create step-by-step guides for different roles, making it easy for new hires to get up to speed.

The app also serves as a central hub for all work-related information, replacing printed manuals and scattered documents. Employees can access company policies, training materials, and product details in one place, with an easy-to-use editor for managers to update content.

All workplace communication moves into the app as well. It includes group chats and discussion threads, automatically organizing employees by location and role. The interface resembles social media, complete with profiles, images, likes, and comments, making it intuitive and engaging.

All Gravy also gathers real-time feedback through manual and automated surveys—for example, after each shift—to help managers improve the work environment.

Another major pain point for shift workers is tracking their pay. The app integrates with payroll systems, showing employees exactly how much they’ve earned in real time.

But All Gravy goes further: it includes personal finance tools. Employees can link their bank accounts to view their total balance, upcoming bills, and financial goals—all within the app. This isn’t just for convenience—it’s designed to motivate employees to take on more shifts to cover their expenses. The app also offers budgeting insights and savings recommendations.

And the impact? Employees using All Gravy increase their shift count by 20% per month on average. They also check the app over 70 times a month—roughly 4–5 times per shift. Businesses using the app see 15% lower employee turnover.

Originally from Denmark, All Gravy has rapidly expanded in the UK, tripling its revenue over the past year. The app is now used by over 1,000 businesses worldwide, and the startup recently raised €2.6 million to strengthen its UK presence.

What’s the Gist?

As All Gravy’s founder puts it:

"Young workers use TikTok, Instagram, and ChatGPT—but when they start a job at a restaurant or store, they’re handed a pen and paper."

That’s an exaggeration, of course—many businesses are already digitizing. But most workplace apps don’t look or feel like the social platforms employees are used to, making them frustrating to use.

This problem has given rise to a growing trend: work apps that mimic familiar social media and messaging platforms to improve employee engagement.

Several startups have followed this approach:

Kraaft raised €16.2M for an app dubbed “WhatsApp for construction workers.”

CompanyCam secured $38M for a construction and repair app that lets workers share project updates via Instagram-style photo feeds.

Snapfix raised €3.25M for a facilities maintenance app where tasks are assigned through photos, similar to Instagram stories.

Synco raised $5.5M for a property management app that recently introduced Instagram-like features.

The same trend extends beyond shift workers:

Squint raised $19M for a factory worker app that overlays instructional videos when pointed at machinery.

Zaptic and DeepHow raised $19M and $37.1M, respectively, for AI-powered training apps for industrial workers.

Even entrepreneurs and small business owners struggle with outdated software. The Mobile First Company raised €5M to build a suite of simple, user-friendly business apps for them.

Clearly, there’s demand for business tools that prioritize usability and engagement—just like consumer apps.

Key Takeaways

Consumer apps are carefully designed to attract and retain users. Business apps, on the other hand, traditionally didn’t have to compete for attention—after all, employees had no choice but to use them.

But that’s changing. High turnover rates have made it harder than ever to engage employees—a problem that startups like ChangeEngine ($15.5M raised) and Workshop ($20.7M raised) aim to solve with more engaging internal communication tools.

The shift is clear: companies now need to treat employees like internal customers—engaging them, “marketing” their company culture, and providing a seamless digital experience.

The big question is: how can businesses apply consumer app principles to workplace tools?

What user-friendly features from social apps could improve workplace tools?
How can companies create work apps that employees actually enjoy using?
Which marketing strategies used for external customers could be adapted for internal teams?

The line between consumer tech and workplace tech is blurring—and startups like All Gravy are leading the way.

Company info:

All Gravy

Website: allgravy.com
Last round: €2.6M, 28.03.2025
Total funding: €2.6M, rounds: 1