At Pet Wants, success isn’t just measured in bags of food sold — it’s measured in trust built, tail wags earned and the deep relationships franchisees form with their communities. For Jennifer Nicholson, a former corporate leader turned pet nutrition advocate, the journey into business ownership has been about much more than a career change — it’s been about connection.
“Prior to being a business owner, I was vice president of operations for a health and life brokerage firm,” said Nicholson. “It was around six months after COVID, everyone had to go back to the office because we were all working from home. I remember saying that I wasn't feeling very fulfilled with my job.”
Her desire for more purpose set the stage for a major transition. Drawing on her past experience as a vet tech and her love of fostering dogs, Nicholson felt pulled toward the pet industry. When she discovered Pet Wants, the leading pet food and nutrition franchise, the brand’s mission and flexibility resonated instantly.
Pet Wants stands apart by offering fresh, high-quality pet food that is slow-cooked in small batches to lock in vital nutrients. Unlike traditional pet food, which may sit in warehouses or on store shelves for months, Pet Wants ensures that food reaches customers within weeks of production. This commitment to freshness directly impacts pet health, providing them with the essential nutrients needed to thrive. Pet Wants’ pet food is formulated to meet the nutritional levels established by the AAFCO Pet food nutrient profiles for “All Life Stages.”
“Everything about it really resonated with me,” Nicholson said. “The brand’s focus is on nutrition, which is very important to me. I also really liked the two business model options — one was the mobile franchise, and model number two was the brick and mortar. When you are starting your very first business, there is always a risk. We decided we would stick with the mobile model, just in case our business was unsuccessful.”
That leap of faith paid off. Nicholson launched her mobile franchise in June 2022 and transitioned to a storefront in May 2023 — a decision she says was one of the best they’ve made.
What makes Nicholson’s journey so successful isn’t just a love for pets — it’s her commitment to people. “This is a very relational business,” she said. “Your reputation, your behavior and your ability to connect with people — and in this case their pets too — is absolutely essential. We have met some incredible people — people who I would call my friends now.”
Nicholson and her husband spent their first years hitting the pavement, showing up at vendor events, festivals, craft shows and parks — anywhere they could meet local pet owners. This grassroots outreach helped them build a loyal customer base before even opening the doors of their retail location.
“We really followed the blueprint,” she said. “It’s important to get out there in the community, meet people and create a solid foundation with the customers before you move into that brick and mortar space.”
For Nicholson, the key to winning customers is offering authentic guidance.
“We don’t approach anything in the mindset of selling someone something,” she said. “If you have questions, we are going to answer them for you. We are going to be as knowledgeable and honest as we can be.”
Whether customers are curious about food allergies or exploring diet changes for aging pets, Nicholson encourages dialogue — not pressure.
“If it’s food related and they want to make a change, we discourage people from just grabbing a bag of food,” she said. “We encourage them to take a sample home, test it on their cat or dog, and if they like it, they can come back and we can have a further conversation. That is how we do it. Take it in, it’s a taste test. No hard sell at all.”
This personalized, low-pressure approach is what builds trust and sets Pet Wants franchisees apart from big-box competitors. “It’s all about being sincere, authentic, having empathy, remembering people’s names and the names of their pets,” she said. “That is what we do and continue to do. It’s that secret sauce.”
Since opening a storefront, Nicholson says she's been able to expand her product offerings while also solidifying her place in the community.
"The storefront is great, I love it," she said. “Having the store shows our community that we are here to stay. After all, these are members of our ‘Pack’ and they are entrusting us with their pets.”
Her goal is to make the store feel like a neighborhood hub.
“When people walk in the door, I want to know their name,” she said. “Hopefully, they bring their dog or cat, and we want to give them the feeling they are welcome there. They appreciate that.”
Looking ahead, Nicholson envisions opening a second location and potentially adding grooming services to round out the experience.
Franchisees like Nicholson embody the Pet Wants philosophy: that business thrives on community, care, and real relationships.
“People can tell when you really care,” Nicholson said. “That’s what keeps them coming back — not just for the food, but for the experience.”
Interested in bringing Pet Wants to your community? Learn more about how you can become a trusted resource for pet health and wellness: https://1851franchise.com/petwants/info.
Pet Wants
SPONSORED
By focusing on education, empathy and community engagement, Jennifer Nicholson has turned her Pet Wants franchise into a trusted neighborhood hub for pet wellness.
At Pet Wants, success isn’t just measured in bags of food sold — it’s measured in trust built, tail wags earned and the deep relationships franchisees form with their communities. For Jennifer Nicholson, a former corporate leader turned pet nutrition advocate, the journey into business ownership has been about much more than a career change — it’s been about connection.
“Prior to being a business owner, I was vice president of operations for a health and life brokerage firm,” said Nicholson. “It was around six months after COVID, everyone had to go back to the office because we were all working from home. I remember saying that I wasn't feeling very fulfilled with my job.”
Her desire for more purpose set the stage for a major transition. Drawing on her past experience as a vet tech and her love of fostering dogs, Nicholson felt pulled toward the pet industry. When she discovered Pet Wants, the leading pet food and nutrition franchise, the brand’s mission and flexibility resonated instantly.
Pet Wants stands apart by offering fresh, high-quality pet food that is slow-cooked in small batches to lock in vital nutrients. Unlike traditional pet food, which may sit in warehouses or on store shelves for months, Pet Wants ensures that food reaches customers within weeks of production. This commitment to freshness directly impacts pet health, providing them with the essential nutrients needed to thrive. Pet Wants’ pet food is formulated to meet the nutritional levels established by the AAFCO Pet food nutrient profiles for “All Life Stages.”
“Everything about it really resonated with me,” Nicholson said. “The brand’s focus is on nutrition, which is very important to me. I also really liked the two business model options — one was the mobile franchise, and model number two was the brick and mortar. When you are starting your very first business, there is always a risk. We decided we would stick with the mobile model, just in case our business was unsuccessful.”
That leap of faith paid off. Nicholson launched her mobile franchise in June 2022 and transitioned to a storefront in May 2023 — a decision she says was one of the best they’ve made.
What makes Nicholson’s journey so successful isn’t just a love for pets — it’s her commitment to people. “This is a very relational business,” she said. “Your reputation, your behavior and your ability to connect with people — and in this case their pets too — is absolutely essential. We have met some incredible people — people who I would call my friends now.”
Nicholson and her husband spent their first years hitting the pavement, showing up at vendor events, festivals, craft shows and parks — anywhere they could meet local pet owners. This grassroots outreach helped them build a loyal customer base before even opening the doors of their retail location.
“We really followed the blueprint,” she said. “It’s important to get out there in the community, meet people and create a solid foundation with the customers before you move into that brick and mortar space.”
For Nicholson, the key to winning customers is offering authentic guidance.
“We don’t approach anything in the mindset of selling someone something,” she said. “If you have questions, we are going to answer them for you. We are going to be as knowledgeable and honest as we can be.”
Whether customers are curious about food allergies or exploring diet changes for aging pets, Nicholson encourages dialogue — not pressure.
“If it’s food related and they want to make a change, we discourage people from just grabbing a bag of food,” she said. “We encourage them to take a sample home, test it on their cat or dog, and if they like it, they can come back and we can have a further conversation. That is how we do it. Take it in, it’s a taste test. No hard sell at all.”
This personalized, low-pressure approach is what builds trust and sets Pet Wants franchisees apart from big-box competitors. “It’s all about being sincere, authentic, having empathy, remembering people’s names and the names of their pets,” she said. “That is what we do and continue to do. It’s that secret sauce.”
Since opening a storefront, Nicholson says she's been able to expand her product offerings while also solidifying her place in the community.
"The storefront is great, I love it," she said. “Having the store shows our community that we are here to stay. After all, these are members of our ‘Pack’ and they are entrusting us with their pets.”
Her goal is to make the store feel like a neighborhood hub.
“When people walk in the door, I want to know their name,” she said. “Hopefully, they bring their dog or cat, and we want to give them the feeling they are welcome there. They appreciate that.”
Looking ahead, Nicholson envisions opening a second location and potentially adding grooming services to round out the experience.
Franchisees like Nicholson embody the Pet Wants philosophy: that business thrives on community, care, and real relationships.
“People can tell when you really care,” Nicholson said. “That’s what keeps them coming back — not just for the food, but for the experience.”
Interested in bringing Pet Wants to your community? Learn more about how you can become a trusted resource for pet health and wellness: https://1851franchise.com/petwants/info.
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