Franchise Opportunities
Pet parents are among the most loyal consumers in retail. Our model gives owners a proven way into a market where loyalty is built in.
Why pet retail
Pet Parents Are Among the Most Loyal Consumers
Pet parents are among the most loyal consumers, with 70% consistently buying the same pet food brand throughout the life of their pet. This unmatched loyalty creates repeat customers, long term stability, and reliable growth, making the pet industry one of the most dependable markets to invest in.
At What’s In The Bowl Pet Shop, our proven model combines carefully vetted premium brands with our own proprietary line of species appropriate foods and treats, giving franchise owners the opportunity to thrive in a fast growing industry where loyalty is built in.
You are not just investing in a business. You are investing in a movement.
The people behind the brand
Amy & Sean Jones
Meet Amy and Sean, the entrepreneurs behind What’s In The Bowl Pet Shop. 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.
Now, with What’s In The Bowl Pet Shop Franchises, they invite you to join their mission. Owning a franchise is more than running a store. It is about becoming part of a culture that changes lives, one pet at a time.
As a franchisee, you will share in the vision of advocating for species appropriate nutrition, building strong relationships with pet parents, and creating a business that makes a lasting difference in your community.
Our own label
What’s In The Bowl Pet Treats and Food
At What’s In The Bowl, we exclusively offer carefully vetted, high end pet brands. In addition, we own a separate pet food company and produce the proprietary What’s In The Bowl line of premium pet treats and food, manufactured in Wales, Wisconsin.
That means a franchise owner is not only reselling other people’s products. There is a proprietary line on the shelf that no big box competitor can stock.
Franchise fee
Strategic Partners with Purpose
Opening a What’s In The Bowl Pet Shop franchise is more than an investment. It is a chance to join a movement built on biologically appropriate and species appropriate food and treats.
Your journey includes two weeks of immersive, hands on training in our Wisconsin stores, where you will be grounded in our culture and operational excellence. While startup costs vary based on location, buildout, and inventory, we empower you to design a space that reflects your leadership and vision.
The sign on the front unites you with the What’s In The Bowl brand, but the culture inside reflects you, the owner who brings it to life.
Proof of concept
Rooted in a Culture of Nutrition and Trust
The first franchised What’s In The Bowl Pet Shop opened in Delafield, Wisconsin in August 2025. Its owner, Joell Salfer, spent more than 30 years as a holistic nurse practitioner before bringing that same care to dogs, cats, and the families who love them.
We are very selective about who earns the opportunity to carry our name, represent our values, and serve pet parents under the What’s In The Bowl brand.
How it works
The Path to Opening
Start the conversation
Send us your information using the form below. We will set up a call to talk about your market, your background, and what you are trying to build.
Mutual evaluation
We are selective about who carries our name, and you should be just as selective about who you partner with. We share the numbers. You ask hard questions.
Site and buildout
Startup costs vary based on location, buildout, and inventory. We help you design a space that reflects your leadership and vision.
Two weeks of hands-on training
Immersive training in our Wisconsin stores, grounded in our culture, our nutrition standards, and day-to-day operational excellence.
Open your doors
The sign on the front unites you with the What’s In The Bowl brand. The culture inside reflects you.
Next step
Request Franchise Information
Tell us where you are, what your background is, and what draws you to this. We read every message.
Talk To Us Directly
Phone: (262) 421-5333
Email: info@whatsinthebowl.com
Prefer to see it first? Visit any of our three Wisconsin stores and watch the model work on a Saturday afternoon.
Standard Weekly Hours
All locations
- Monday–Thursday
- 10:00 AM – 7:00 PM
- Friday–Sunday
- 10:00 AM – 5:00 PM
- Holidays
- Closed