Justfordogs is helping Petco enable experiential retail with a kitchen where customers are invited to watch chefs prepare veterinarian-approved dog food for sale

High-quality pet food seems to be a growing category, particularly among millennial consumers. Petco is looking to further empower pet owners to know what’s in their furry friends’ kibble by opening a pet kitchen in its flagship store in NYC’s Union Square.

Set up in partnership with JustFoodForDogs, the kitchen is designed to create 2,000 pounds of fresh, human-grade, nutritionally balanced dog food a day, made from veterinarian-designed recipes. This food will not just be sold at that location but also in other Petco stores as well. “It is a hub-and-spoke model. With JustFoodForDogs kitchen here we supply 50 metro Petco stores with fresh and frozen meals and we will double that by the end of the year,” Nick Konat, Petco’s Chief Merchandising Office, tells Forbes.

Photo by Alex Staniloff.

This is part of Petco’s campaign to remove any food items that contain artificial colors, flavors and preservatives from their inventory.  It is also part of the brand’s goal to enable new pet retail experiences, not only improving the quality of the food but also helping owners discover the process behind the product and build trust.

Petco


Lead image: stock photos from Simone Hogan/Shutterstock

High-quality pet food seems to be a growing category, particularly among millennial consumers. Petco is looking to further empower pet owners to know what’s in their furry friends’ kibble by opening a pet kitchen in its flagship store in NYC’s Union Square.

Set up in partnership with JustFoodForDogs, the kitchen is designed to create 2,000 pounds of fresh, human-grade, nutritionally balanced dog food a day, made from veterinarian-designed recipes. This food will not just be sold at that location but also in other Petco stores as well. “It is a hub-and-spoke model. With JustFoodForDogs kitchen here we supply 50 metro Petco stores with fresh and frozen meals and we will double that by the end of the year,” Nick Konat, Petco’s Chief Merchandising Office, tells Forbes.