The pet wellness segment is more popular—and populated—than ever, pushing brands to stand out among competitors.
Woof Gang Bakery & Grooming believes advancements in its digital strategy, led by a new consumer app, have the brand barking up the right tree.
“That deep interaction between our store owners and our consumers—we believe that’s the core of the brand,” CEO Ricardo Azevedo said. “But we do think technology can help overall to achieve an experience that is even better.”
The pet grooming and retail concept launched its first-ever mobile app last month with the goal of enhancing the customer experience while simplifying operations for franchisees and staff. Azevedo said discussions of an app began two years ago as part of a larger initiative: implementing a fully integrated technology system.
The app streamlines the appointment process by letting pet parents schedule and manage appointments, something Azevedo said has been front of mind after seeing consumer demand.
Woof Gang’s online bookings made up less than 10 percent of appointments in 2023; now they account for 25 percent. The brand’s newer units have seen a bigger surge, between 40 and 50 percent, and Azevedo believes this range will become the norm over the next few years.
Ricardo Azevedo is the CEO of Woof Gang.
“When customers are thinking about booking a grooming appointment, very often it doesn’t come during operating hours. It’s often coming that Sunday night when you’re planning your week or at the end of the day, when stores are closed during that time,” he said. “Having the ability to book appointments online was a must for us.”
The digital shift in pet care comes as no surprise to Azevedo, who noted how concepts slow to advance their offerings could get left behind.
The transformation to Woof Gang’s system alone, he said, has been night and day.
“I think the pet industry is no different as we think about pet services and how consumers want to take care of their pets. They are leveraging technology more and more … and I think the trend is not going to stop,” Azevedo said. “I think more and more consumers will be looking for easier and faster ways to do things and for better service and better quality on what they use.”
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Technological growth is taking place alongside sales and unit growth for Woof Gang. The Miami-based brand, nearing 20 years in operation, has grown to 280 units across 32 states and jumped 22 spots to No. 296 on this year’s Franchise Times Top 400 list, which ranks top franchise brands by systemwide sales.
Woof Gang ended 2024 with $122 million in systemwide sales, up 11.8 percent. Its unit count was up 20.8 percent.
The brand looks to continue this trajectory by reaching 300 units before the end of this year.
Azevedo said app enhancements are simultaneously underway, with the addition of an artificial intelligence chatbot and personalized service recommendations based on each pet’s breed, coat and specialized needs. The updates are scheduled to launch in early 2026.
The company is also working to add an AI chatbot to its phone services so customers can have the option of booking over-the-phone appointments at any time.
“We’re testing a lot of things, we’re exploring a lot of things and letting those things become something that really add value as we’re going to be implementing them into our stores,” Azevedo said. “I’m really excited about the growth and stage of the brand, and it’s exciting to have this continuous evolution on how we interact with our customers.”
Woof Gang is backed by private equity firm Garnett Station Partners, which acquired the brand in 2022.
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