Leading the dog-friendly revolution

FWD member The Canine Menu is helping foodservice outlets to capitalise on the ‘hound pound’ to grow sales

There’s no doubting that in the UK, a dog really is man’s best friend. With one in three people in the UK owning a dog, this means big business.

When Nick Marsh and Jess Morris used to take their dog to their local pub, they’d take treats to keep them occupied, and on one of these trips, they realised this gap in the market offered a huge opportunity to tap into the nation’s love of dogs while also adding an incremental revenue stream for foodservice operators.

“Our dog Barney is part of our family and when we go out, we want him to feel included rather than being ignored or left out,” says Nick, a hospitality expert.

“We believe that dogs deserve better hospitality experiences and to feel included on family days out, so we offer the products and the point of sale that makes it easy for sites to do just that. Our mission is to make dogs an expected and encouraged part of the hospitality experience, not just something that is tolerated.”

With this in mind, the duo created The Canine Menu in 2021 to make the most of the lucrative dog-friendly occasion in foodservice. Designed for pubs, restaurants, coffee shops and cafés, even hotels and airbnbs, The Canine Menu not only ensures dogs are occupied, settled and better behaved which means their owners can relax and enjoy their visit, but also provides an additional revenue stream for the hospitality outlets.

“It’s rare to find a new revenue stream that taps into your existing customer base and doesn’t compromise spend elsewhere, so it’s a no-brainer addition to your business,” says Nick.

In fact, one Sheffield pub, The Norfolk Arms, recently made headlines after it revealed its range of dog snacks had outsold peanuts, illustrating the demand from adoring owners to pamper their pooches.

LOW-COST

With a range that includes pre-packaged 100% natural chews and treats, dog beer, dog wine and welcome packs for hotels, guest houses, and self-catering properties, The Canine Menu has recently launched dog ice lollies, an ambient-stored, ready-to-freeze treat with added vitamins and minerals for the summer months.

“A low-cost and low-fuss addition to any dog-friendly outlet, the ice pops have proven to be incredibly popular already,” says Nick. “Whether you see them as a sidekick or alternative to dog ice cream, our dog ice pops help with healthy, cooling hydration at a fraction of the price.

WHOLESALE ADVICE

“Don’t let your customers miss out on the ‘hound pound,” says Nick. “We know the expectations of dog owners are changing, and customers love spending money on their pets. By keeping them happy, their owners stay longer and spend more.

In fact, a survey by DogFriendly.co.uk revealed that business owners who opened their doors to dogs reported growth of 20-50%.

“New concepts such as a dog menu can feel strange at first, but our advice is to simply give it a try and let the results do the talking,” urges Nick.

WHOLESALER VIEW
SHAUN PINNEY Marketing Lead, Castell Howell Foods

“Plenty of pubs and cafés welcome our canine companions with open arms but being able to offer dog-friendly treats enhances the experience for both the dogs and their owners, keeping them on the premises for longer and inevitably spending more. The high margins make them a great way to increase pub or café sales by maximising revenue from those seeking dog-friendly experiences.

“At Castell Howell Foods, our range of dog treats has increased over the past year to meet demand. By stocking dog snacks, not only do venues attract pet-loving customers but it creates a welcoming, friendly atmosphere and enhances the customer experience as happy pups means happy owners.”

Castell Howell Foodservice hospitality Jess Morris Nick Marsh petcare Shaun Pinney The Canine Menu