Executive Q&A: Pet Wants President DeNita Carani

1851: How was the Pet Wants brand started?

DeNita Carani: Our founders had pets who were dealing with consistent health issues. They sought out the advice of other pet stores, veterinarians, friends and family and really could not find the solution. They were convinced that nutrition was the answer. So, they worked on their own formula of nutrition-dense pet food, found a manufacturer who could make it in small batches and the Pet Wants brand was born. They opened a small retail location in Findlay Market in downtown Cincinnati and began to deliver that high-quality, healthy pet food throughout the city. 

The Pet Wants concept began to franchise in 2015 and connected with Strategic Franchising Systems shortly after to help spearhead growth. There was an initial rush of interest and we primarily grew throughout the Midwest. Around 2017, we had some national exposure and some good momentum, but the COVID-19 pandemic is really what sped up our growth. There was a large influx of pet owners and many people in general began to prioritize nutrition, both for themselves and for their pets. 

1851: What void did Pet Wants set out to fill?

Carani: The void that we were looking to fill and that we are still filling today is the gap between the very top of the market — expensive fresh pet food that is difficult to store and prepare — and the other end of the spectrum — cheap kibble that can be conveniently be bought at big box retailers but doesn’t have much nutritional value. We wanted to provide high nutrition in a convenient way that fits any family’s budget and lifestyle. 

The big piece that goes along with this mission is also providing nutritional expertise. In so many cases, pet owners are struggling to do their own research, but with Pet Wants, we train our franchisees to be nutritional experts in their own communities. They engage with customers and understand the needs of each and every individual pet, making recommendations based on that knowledge. That was really missing in the marketplace. 

1851: What makes Pet Wants a strong franchise?

Carani: The financial opportunity in the pet industry, which recently exceeded $100 billion, has exploded over the last three years and shows no signs of slowing down. And about $50 billion of that is spent on food and treats alone. The business model continues to attract candidates because of the unique segment we go after and the gap that we are trying to fill. 

The start up costs needed to open a Pet Wants are also very attractive and allows aspiring business owners to gain access to the pet space at a fraction of the cost of most other pet retailers. Our model allows you to start the business as a mobile franchise and build brand recognition in your community, before investing in the build-out of a retail space sometimes towards the end of the first year. This allows you to learn the ropes of the business while still generating cash flow.

1851: Who is the ideal Pet Wants franchisee?

Carani: All of our franchise owners are passionate about health, nutrition and pets. I have not met a franchise owner yet that does not have pets of their own. They love all the pets that they meet in the course of conducting business. They should also be life-long learners, eager to understand how nutrition can help pets and customers. 

The ideal Pet Wants franchisee has a passion for being in business for themselves but does not want to be by themselves. It is somebody that really has that entrepreneurial spirit and wants to be that pillar in their community as they are going to have to get out and meet a lot of people. They also need to be able to follow a proven model and engage with us as a true partner. If they do all that, they will be successful. 

1851: How does Pet Wants support franchisees?

Carani: Immediately after signing their franchise agreement, incoming franchisees will work with an onboarding coach, who will take them through four to six weeks of preparation. That is where we begin to teach them about pet nutrition and the business model.

From there, they will then come to our Cincinnati office for a week of hands-on training about how to market their business, prepare proprietary spa products, drive mobile events, speak with customers and educate pet owners on nutrition. We are really going over their business planning and projections. They spend a full 40 hours in the classroom. Then, the onboarding specialist stays with them for the next 60 days, allowing them to get their feet on the ground. Franchisees also have access to a long-term business coach who meets with them on an ongoing basis to review results, and we also host monthly webinars, regional sessions and more for our network of owners. The learning never stops. 

1851: What does the future of Pet Wants look like?

Carani: In 2023, we want to add 30 new units into our system. Long-term, our target is to be at 200 units by 2025. We recently added grooming as a key component of our business, so all new franchisees will be offering that service in upcoming locations. Many existing franchisees are also retrofitting their locations to offer those services as well. Overall, our goal is to create long-term profitability for our franchisees and expand our footprint across the country. 

The total investment necessary to begin the operation of a Pet Wants Franchise is between $130,350 to $202,000, including a $42,500 franchise fee that can be earned back through the brand’s Winner’s Circle program. For more information, visit: https://petwantsfranchise.com/