Wriggle was a discount restaurant app that helped users discover and enjoy deals at local eateries in Bristol and other UK cities. Launched in 2014, it saw significant success, operating in seven cities and amassing over 400,000 downloads. However, the pandemic's impact led to its eventual closure in 2022.
What Was Wriggle?
Wriggle's main product was a discount restaurant app that helped users discover local dining deals. Its unique value proposition lay in promoting independent eateries and offering curated discounts. Notable achievements include operating in seven UK cities, amassing over 400,000 downloads, and raising $2.01M in funding.
What Happened to Wriggle?
The story of Wriggle is a compelling tale of initial success followed by unforeseen challenges and eventual closure:
Initial Popularity and Expansion: Wriggle quickly gained traction by curating deals from local eateries, making it easier for users to discover dining options. The app expanded to seven UK cities and was downloaded over 400,000 times.
Impact of Covid-19 Lockdowns: The three Covid-19 lockdowns severely disrupted Wriggle's operations, causing a significant loss of momentum. Despite attempts to relaunch, the app struggled to regain its previous user engagement.
Post-Pandemic Challenges: After the lockdowns, there was a high demand for dining out, but restrictive dining regulations slowed the return of restaurant partners to Wriggle. This hindered the app's ability to recover fully.
Failed Business Pivots: Wriggle attempted to pivot to other ventures like Bristol Pantry and a craft-food gifting service. While the gifting service saw some success during the festive period, it was too seasonal to sustain long-term operations.
Final Closure: After extensive discussions with staff and investors, the decision was made to close Wriggle in 2022. Insolvency practitioners were appointed to handle the winding-down process.
When Did Wriggle Shut Down?
Wriggle shut down earlier in 2022 after struggling to recover from the impact of the three Covid-19 lockdowns. Despite attempts to relaunch, the loss of momentum and the slow return of restaurant partners led to the decision to close.
Why Did Wriggle Shut Down?
Impact of Lockdowns: The three Covid-19 lockdowns caused a significant disruption in Wriggle's operations, leading to a loss of business momentum that the company could not regain. Founder Rob Hall noted that despite attempts to relaunch, the company "never recovered" from the lockdowns' impact.
Post-Pandemic Challenges: The pent-up demand for dining out and the dining restrictions, such as the rule of six, created a challenging environment for Wriggle to re-establish its partnerships with restaurants. Hall mentioned that restaurant partners didn't return to Wriggle at a sufficient speed post-pandemic.
Change in Consumer Behavior: The decline in online grocery shopping as people returned to pre-pandemic shopping habits made it difficult for Wriggle's venture, Bristol Pantry, to remain viable. Hall explained that while the service was successful during lockdowns, it couldn't continue viably as restrictions lifted.
Seasonal Business Model: The final pivot to a craft-food gifting service was only successful during the festive season, making it unsustainable for year-round operations. This seasonal nature of the business model contributed to the decision to close Wriggle.
Lessons Learned from Wriggle's Failure
Adaptability is Crucial: Businesses must be flexible and ready to pivot quickly in response to unforeseen challenges like a global pandemic.
Understand Market Dynamics: Recognize how external factors, such as lockdowns, can drastically alter consumer behavior and impact business operations.
Seasonal Models Are Risky: Relying on seasonal demand can be unsustainable; aim for a business model that ensures year-round viability.
Maintain Strong Partnerships: Cultivate and sustain relationships with key partners to ensure mutual support during challenging times.
Monitor Consumer Trends: Stay attuned to shifts in consumer preferences to adapt offerings accordingly and remain relevant.
Financial Resilience: Ensure sufficient financial reserves to weather unexpected downturns and maintain operations during crises.
Effective Communication: Transparent and frequent communication with stakeholders can help navigate through difficult periods and maintain trust.
We Shut Down Startups
Wriggle's journey underscores the complexities and challenges that startups face, especially when external factors disrupt operations. If you're navigating similar hurdles, Sunset can help you manage the legal, tax, and operational burdens of winding down your startup.
Don't let the stress of closing a business overwhelm you. Book a demo with Sunset today and move on to your next venture with confidence.
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