And according to industry experts, this trend is expected With the store fully stocked and ready to welcome customers,
to continue indefinitely, as people persist in pampering — the Allens faced their biggest challenge yet — actually opening
and protecting — their pets. “People may be eating in, but the doors.
no corners are being cut for their dogs,” explains Cara. A friend told me, “Don’t open the doors unless you are
The result: In 2008’s economic times of uncertainty, Woof completely prepared, because people won’t give you a second
Gang Bakery is sitting pretty, watching sales of its healthy chance,” says Paul.
gourmet pet treats soar. Satisfied that they were as close to perfection as possible, the
The Allens couldn’t have come up with their business concept Allens opened Woof Gang Bakery immediately before the 2007
at a more ideal time. Now, they just needed to coordinate their holiday season. The timely launch created a buzz in the commu-
store opening to capture enough of this spending surge as nity. And treats such as Snickerpoodles, Nutty Squirrels, Paw
possible, as well as establish their reputation as the go-to store Lickin’ Chickens, and custom Woof Gang Bakery Bones
for healthy dog treats before any competition surfaced.
became instant hits.
But because construction happened so quickly, the Allens
found themselves with a completed retail shop — and nothing A marketing message that works
to sell. They immediately met with an expert who helped them The Allens put a lot of thought into building the presence
choose products made from organic and natural ingredients, and brand of their store. And they didn’t wait for the glow
safe for human consumption, and with no animal byproducts. of the grand opening to fade before they started, either.
“We knew nothing about what products to sell, so we took “From day one customers walked out with a Woof Gang
the advice of experts and friends. That alone put us on track,” Bakery bag that stood out,” says Paul. “Our packaging is
Paul says. high-end, and we aimed for the best. We made sure that
By opening day, products such as Ark Naturals, Canidae, each first-time customer left with bags full of treats. When
California Natural, Dogswell, and NaturVet filled the shelves. they got home, they could see for themselves that what we
And the menu was full of what would eventually become the offer is much better than what they were giving their dogs.”
store’s main attractions: mouth-watering, natural gourmet treats Plus, the unique concept caught the eye of local media,
with ingredients that promote wellness. The Allens and their and media attention rarely hurts. Within one week of opening,
two dogs happily assisted in the taste testing to ensure all treats Woof Gang Bakery was covered on the local NBC station.
were drool-inducing. More recently, the Sun-Sentinel featured the Allens in a business
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growingwealthmag.com I Growing Wealth I July 08 I 61
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