For Jennifer Nicholson, owning a Pet Wants franchise was a return to purpose. A former veterinary technician and longtime foster mom for dogs, Nicholson knew the pet industry was where her heart was. When she came across Pet Wants, the leading pet food and nutrition franchise, it just clicked.
“Prior to being a business owner, I was also a vice president of operations for a health and life brokerage firm,” Nicholson said. “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 anymore.”
That moment of reflection was the spark that led her and her husband to a life-changing conversation. Once she said it out loud — “I want to start my own business” — everything began to fall into place.
“When I found Pet Wants, 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.”
As a first-time business owner, Nicholson appreciated the flexibility of the mobile model. “There’s always a risk,” she said. “We decided we would stick with the mobile model, just in case our business wasn’t successful. I loved the aesthetic, and everyone from the team was very supportive. When you combine that all together, it seemed like a good fit for us.”
Nicholson officially launched her Pet Wants mobile business in Woodbury, Minnesota in June 2022. Almost two years later, in May, she transitioned to a full brick-and-mortar store — and hasn’t looked back since.
“We really followed the blueprint,” she said. “If you are thinking of transitioning to storefront at some point, it’s important to get out there in the community, meet people and create a solid foundation with the customers before you move into a brick and mortar space.”
Nicholson and her husband took that advice to heart. “We went to 100s of vendor shows, festivals, craft shows, parks, etc. You name it and we were there,” she said. “We created a following of very loyal customers who are everything to us. That made the transition a lot easier because we had that customer base.”
What sets Nicholson’s Pet Wants business apart is her approach to customer relationships. “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.”
That focus on authenticity and empathy is what Nicholson refers to as the “secret sauce.”
“We have met some incredible people — people who I would call my friends now,” she said. “It is really all about being sincere, authentic, having empathy, remembering people’s names and the names of their pets.”
Sales come second. Helping comes first. “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 a customer is dealing with a food allergy, an aging pet or just exploring new nutrition options, Nicholson offers advice — not pressure. “We encourage people to take a sample home, test it on their cat or dog. If they like it, they can come back and we can have a further conversation,” she said. “That is how we do it. Take it in, it’s a taste test. No hard sell at all.”
Nicholson says having a storefront has added a whole new dimension to the business. “I love it. It definitely creates a sense of more credibility — we aren’t going anywhere anytime soon,” she said. “These are members of the family and they are trusting us with their pets, which are members of their family.”
With the new store comes a broader product offering and an even more welcoming environment. “When people walk in the door, I want to know their name. 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 and her husband are considering expansion — maybe even adding grooming services or opening a second location. “This will be our flagship store, and we have considered the idea of opening a second location,” she said. “We also might add a little bit of grooming — that is where we are at.”
Nicholson’s journey is a powerful example of how passion, community engagement and a people-first mindset can drive business success — and why Pet Wants continues to attract franchisees looking to make a meaningful difference.
To learn more about franchising with Pet Wants, visit https://1851franchise.com/petwants.
Pet Wants
SPONSORED
Jennifer Nicholson turned her love for pets into a thriving Pet Wants franchise, growing from mobile to brick-and-mortar by focusing on relationships over sales.
For Jennifer Nicholson, owning a Pet Wants franchise was a return to purpose. A former veterinary technician and longtime foster mom for dogs, Nicholson knew the pet industry was where her heart was. When she came across Pet Wants, the leading pet food and nutrition franchise, it just clicked.
“Prior to being a business owner, I was also a vice president of operations for a health and life brokerage firm,” Nicholson said. “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 anymore.”
That moment of reflection was the spark that led her and her husband to a life-changing conversation. Once she said it out loud — “I want to start my own business” — everything began to fall into place.
“When I found Pet Wants, 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.”
As a first-time business owner, Nicholson appreciated the flexibility of the mobile model. “There’s always a risk,” she said. “We decided we would stick with the mobile model, just in case our business wasn’t successful. I loved the aesthetic, and everyone from the team was very supportive. When you combine that all together, it seemed like a good fit for us.”
Nicholson officially launched her Pet Wants mobile business in Woodbury, Minnesota in June 2022. Almost two years later, in May, she transitioned to a full brick-and-mortar store — and hasn’t looked back since.
“We really followed the blueprint,” she said. “If you are thinking of transitioning to storefront at some point, it’s important to get out there in the community, meet people and create a solid foundation with the customers before you move into a brick and mortar space.”
Nicholson and her husband took that advice to heart. “We went to 100s of vendor shows, festivals, craft shows, parks, etc. You name it and we were there,” she said. “We created a following of very loyal customers who are everything to us. That made the transition a lot easier because we had that customer base.”
What sets Nicholson’s Pet Wants business apart is her approach to customer relationships. “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.”
That focus on authenticity and empathy is what Nicholson refers to as the “secret sauce.”
“We have met some incredible people — people who I would call my friends now,” she said. “It is really all about being sincere, authentic, having empathy, remembering people’s names and the names of their pets.”
Sales come second. Helping comes first. “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 a customer is dealing with a food allergy, an aging pet or just exploring new nutrition options, Nicholson offers advice — not pressure. “We encourage people to take a sample home, test it on their cat or dog. If they like it, they can come back and we can have a further conversation,” she said. “That is how we do it. Take it in, it’s a taste test. No hard sell at all.”
Nicholson says having a storefront has added a whole new dimension to the business. “I love it. It definitely creates a sense of more credibility — we aren’t going anywhere anytime soon,” she said. “These are members of the family and they are trusting us with their pets, which are members of their family.”
With the new store comes a broader product offering and an even more welcoming environment. “When people walk in the door, I want to know their name. 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 and her husband are considering expansion — maybe even adding grooming services or opening a second location. “This will be our flagship store, and we have considered the idea of opening a second location,” she said. “We also might add a little bit of grooming — that is where we are at.”
Nicholson’s journey is a powerful example of how passion, community engagement and a people-first mindset can drive business success — and why Pet Wants continues to attract franchisees looking to make a meaningful difference.
To learn more about franchising with Pet Wants, visit https://1851franchise.com/petwants.
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