Wriggle, a discount restaurant app founded in 2014, helped users discover local eateries with curated deals. At its peak, it operated in seven UK cities and had over 400,000 downloads. However, the app couldn't recover from the COVID-19 lockdowns, leading to its closure in 2022.
What was Wriggle
Wriggle's main product was a restaurant finding app that helped users discover local dining options with last-minute offers. Its unique value proposition lay in reducing food waste by promoting short-term discounts. Notable achievements include raising $2.01M, over 400,000 downloads, and operating in seven UK cities at its peak.
Reasons behind Wriggle's Failure
Impact of COVID-19 Lockdowns The three COVID-19 lockdowns caused significant disruptions to Wriggle's operations. Despite attempts to relaunch after each lockdown, the company "never recovered" from the shock. The prolonged closures and restrictions severely impacted their ability to maintain business continuity and customer engagement.
Loss of Momentum After each lockdown, Wriggle struggled to regain its previous momentum. Founder Rob Hall noted that there was a high demand for dining out post-pandemic, which affected their business model. Additionally, red tape around dining restrictions, such as the rule of six, made it difficult for restaurant partners to return to Wriggle.
Decline in Online Grocery Shopping Post-pandemic, there was a significant drop-off in online grocery shopping, which affected Wriggle's Bristol Pantry business. The decline in demand for local produce deliveries made it challenging to sustain this venture, contributing to the overall failure of the company.
Impact on Investors and Market
Wriggle's closure had a significant impact on its investors and the market. Investors, including Seedrs and Seedcamp Accelerator, faced losses on their $2.01M investment. The market saw a gap in the niche of curated local dining deals, affecting both consumers and restaurant partners who relied on Wriggle's platform.
Lessons Learned from Wriggle's Failure
Adaptability is Crucial: Businesses must be flexible and ready to pivot in response to unforeseen challenges like pandemics or market shifts.
Maintain Momentum: Consistent customer engagement and momentum are vital. Losing traction can be detrimental, especially after significant disruptions.
Understand Market Dynamics: Stay attuned to changes in consumer behavior and market trends to adjust strategies accordingly.
Resilience in Adversity: Building a resilient business model that can withstand economic shocks is essential for long-term success.
Effective Crisis Management: Develop robust crisis management plans to navigate through periods of uncertainty and maintain operational continuity.
Investor Relations: Transparent communication with investors during tough times can help manage expectations and maintain trust.
Regulatory Awareness: Stay informed about regulatory changes that could impact your business operations and plan accordingly.
Frequently Asked Questions about Wriggle
What was Wriggle?
Wriggle was a discount restaurant app that curated deals from eateries around Bristol and other UK cities.
What features did Wriggle offer?
Wriggle offered curated deals from local eateries and operated in multiple UK cities. It also had associated businesses like Bristol Pantry and Squiggle.
Why did Wriggle fail?
Wriggle failed due to the impact of COVID-19 lockdowns, loss of momentum, and a decline in online grocery shopping post-pandemic.
Looking Ahead
As the startup landscape continues to evolve, it's crucial for founders to learn from past failures and prepare for potential challenges. If you're considering winding down your startup, Sunset can help you avoid penalties, reduce liabilities, and move on to your next venture quickly.
