Wriggle is a startup working in the digital Eat-Out industry. It is developing a prototype for a multichannel, online marketplace on which restaurants, cafés, and bars can use reactive pricing to responsively fill spare capacity and reduce food wastage. For end-users, Wriggle provides time-sensitive opportunities to purchase reduced-price products from local businesses through data-driven suggestions. Whilst reactive pricing is a common tool to manage capacity across a variety of sectors (such as flights, trains, taxis and hotels), the same innovation has not been applied to the eat-out sector, even though it is a sector that sees vast discrepancies in demand based on the season or time of day. Wriggle’s prototype will help businesses to tackle last-moment capacity (4 tonnes of food waste per restaurant in 2014 and £$7.2bn of empty tables in high-end restaurants in major dining cities) in a reactive manner not currently provided. To-date, Wriggle has obtained strong proof of concept with a simple minimum viable product (MVP), which has been successfully trialled by 450 businesses (in Bristol and East London), who have used it to target last-moment capacity, generating 15,000 transactions, revenues of £120,000, and a NPS of over 83 from 350 pieces of customer feedback. With proof of market, Wriggle is now looking to obtain Innovate UK support to build a full scalable prototype, integrating Reactive Pricing, a Customer Intelligence Platform (providing customers with data-driven suggestions based on preferences and behaviour analysis) and a Business Intelligence Platform (a dashboard analysing success of price-reductions based on different criteria to support businesses).