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Savored (formerly VillageVines) is a provider of digital marketing for premier restaurants; the service was founded by Benjamin McKean and Daniel Leahy in New York City in 2009. The service acts as a marketing tool for high-end restaurants used to seat tables that would otherwise go unseated, while consumers receive a discount at these restaurant. The goal of the business is to provide a variable pricing model for restaurants to match demand with supply, similar to the method used in other hospitality markets. When launched, Savored (then VillageVines) allowed registered members to search for available reservations based on party size, time, date, neighborhood and cuisine. Reservations were $10 per booking, and in return members received a 30% discount on their meal. If the total bill was less than $33.33 (meaning the total discount amount works out to less than $10), a member could request a refund on the $10 booking fee. On May 9, 2012, Savored announced a new model. Discounts are dynamic and vary with consumer demand for different timeslots. For example, a given restaurant may have more available tables at 5-6 PM, and therefore offer a 40% discount, whereas the 8-9 PM timeslot receives a 10% discount.