Our Story
From the back of a retail store in 2016 to three Wisconsin pet shops, a national treat brand, and a franchise system.
About What’s In The Bowl
Amy & Sean Jones
Amy and Sean Jones started What’s In The Bowl Pet Shop in 2016, with locations in Brookfield and New Berlin, Wisconsin. Their journey into freeze drying began in the back of their retail stores, where they started producing freeze dried pet treats.
In 2020, Amy and Sean started Raw Dog Barkery and Foodynamics. Raw Dog Barkery developed into a freeze dried pet treat brand whose products were sold in more than 400 independent pet stores. Foodynamics became a private label and contract manufacturing company, producing freeze dried products for more than 150 brands.
In 2025, Amy and Sean sold Raw Dog Barkery and Foodynamics to Glacial Freeze Dry.
That same year, they started What’s In The Bowl Franchises, expanding the retail concept they had built since 2016. The first franchised What’s In The Bowl Pet Shop opened in August 2025.
What drives us
Pets deserve species appropriate nutrition
Their journey began with a simple but powerful belief: pets deserve biologically appropriate and species appropriate nutrition, the kind only nature can provide.
Their passion for pet health and wellness has grown into a movement, one that places pets and their families at the very heart of everything they do. Through their stores, their podcast, their upcoming book, and their freeze drying work, Amy and Sean have built a trusted platform that educates and empowers pet parents. They offer not just products, but knowledge, support, and a genuine community rooted in treating pets like family.
Own a What’s In The Bowl Pet Shop
Pet parents are among the most loyal consumers in retail. Our franchise model pairs carefully vetted premium brands with two weeks of hands-on training in our Wisconsin stores.