Today’s pet parents have raised their expectations when it comes to caring for their furry companions. More than mere possession, pets are now considered beloved members of the family, and as such, their care and well-being take center stage.
The changing pet care landscape has brought about a significant shift in the need for a more personalized experience when shopping for essential pet and grooming services. This change is not just a passing trend; it reflects a deeper connection between pet parents and their pets.
In response to this shift, Woof Gang Bakery & Grooming CEO Ricardo Azevedo and CMO Diego Suarez embarked on a mission. Their goal is to offer pet parents an unforgettable experience while also ensuring that pets eagerly look forward to their grooming sessions. In a recent PYMNTS interview, Azevedo and Suarez discussed the details of this concept and how they plan to expand it to different regions across the country.
“We all love our dogs dearly, and when it comes to the shopping experience and serving the community, there’s no way to survive in this industry if you don’t give it your best. I think that really frames everything we do at Woof Gang,” said Azevedo.
Azevedo emphasized that trust is at the core of the Woof Gang experience. When pet parents put their four-legged companion in the care of a groomer or a shop like Woof Gang, their decision comes down to trust. This trust extends beyond the realm of products alone, encompassing the quality of care, service and heartfelt love with which their pets are treated.
Azevedo pointed out that Woof Gang’s services, particularly repairs, account for more than 65% of their current sales. This figure stands out especially when compared to larger pet care retailers, where grooming typically only comprises about 5% of their total sales.
With that in mind, PYMNTS reports, pet retail chains like Petco have intensified their focus on consumables to boost their business. Simultaneously, they diversified their offerings to cover services such as pet health and grooming, aiming to provide a comprehensive and engaging experience for pet parents grappling with inflation and financial constraints.
Read more: Petco Gets Paws Deep in Pet Essentials
Recipe for Success
While repairs are a big part of Woof Gang’s business, the consumables side can be viewed as a strategic game.
Woof Gang originally started as a dog bakery in 2007. However, Azevedo points out that they diversified their services to include grooming in 2012, which later became the main focus of their business. However, treats continue to play an important role in defining their identity.
“When you walk into one of our stores, the first thing you see is a beautiful treat table that will have amazing, decorated goods that look perfect for people,” Azevedo said.
Azevedo also noted their emphasis on natural ingredients and quality, and their partnerships with brands that share their beliefs, ensuring a boutique experience that offers only the best products available .
Another key principle at Woof Gang is the promotion of natural behaviors for dogs, such as chewing, which are inherent in a dog’s nature. Because of this, they provide a variety of natural chews and toys to satisfy these instincts.
The Woof Gang takes this a step further with their “farmers’ market” concept, offering a carefully curated selection of chews and toys, positioning them in a way that allow dogs to interact and select items they want, creating a truly unique and engaging shopping experience for both pets and their owners.
“The concept is a highly experiential bakery — our retail side is also very boutique,” Azevedo said.
This style is also very intentional because it allows the Woof Gang to avoid overly large inventory that can overwhelm customers. Instead, they curate a selection of top brands and products, eliminating the need for shoppers to navigate a wide range of options. Woof Gang carries an array of food options from everyday foods to the bakery treats it is known for.
Azevedo also said its store owners and staff tend to know pet owners and pets by name — a small but impactful element that enhances the overall shopping experience.
Woof Gang‘s Franchise Model
Azevedo said their franchise selection process, while thorough and time-consuming, plays an important role in safeguarding their brand’s core values and the integrity of their business model.
After successfully navigating this rigorous selection process, franchisees receive support through a range of tools and technologies to facilitate the launch and management of their business. However, it is important to note that one of the main criteria for individuals looking to open a Woof Gang location is their active involvement in their local community, as community engagement is a foundational and cherished value at within the company.
And to bring these stores to life, Suarez noted that stores often use events to create engagement – Halloween and the upcoming holiday season are expected to be big events.
“Many of our stores host in-store costume contests for pets, and the level of cuteness in these contests is adorable,” says Suarez.
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