Gallery: Petco's JustFoodForDogs Kitchen

The Path to Purchase Institute took a closer look at the JustFoodForDogs kitchen Petco opened this spring in its flagship New York store. Here’s what we found:In typical New York style, the building housing Petco’s flagship is undergoing renovation. Petco made the best of the scaffolding surrounding its entrance by hanging large banners announcing the JustFoodForDogs partnership with a “Cooked Here. Fresh Daily” message.The signage underscores the experiential element the addition of the exhibition kitchen brings to the store, with shoppers able to watch and smell fresh, human-grade food being made daily.A counter sign shows shoppers what formula the in-store pet chefs are cooking that moment, such as a fish and sweet potato meal comprising wild caught Pacific cod, sweet potatoes, russet potatoes, green beans, broccoli and safflower oil that is touted as both grain- and gluten-free.Fresh product is available for purchase from coolers outfitted with a header card detailing the available meals, which also include venison and squash, lamb and brown rice, turkey and whole wheat macaroni, chicken and white rice, and beef and russet potato — all in 16- or 32-ounce portions.Other header cards in the cooler display communicate testimonials – akin to customer reviews - from satisfied pet owners.A perimeter freezer wall also stocks a wider selection of "freshly frozen" meals.Shelf stable items such as supplements, DIY home kits, dry jerky treats and complete meals in Tetra Laval's Tetra Pak packaging are stocked on custom shelving distributing informational brochures and bolstered by headers cards and shelf blockers.The more temperature-sensitive supplements get extra care in small coolers built into the shelving unit.The counter displays additional nutritional information via counter cards, books available for browsing and informational take-ones.The JustFoodForDogs kitchen commands its own checkout counter. A nearby wall sign lists additional Petco locations that stock the brand’s frozen products. The partners plan to extend that reach to some 100 locations over the next few years.Additionally, some 1,000 other stores stock JustFoodForDogs shelf stable items on custom floorstands depicting nutritional information on the front and user testimonials on the back. The floorstands invite shoppers to text a specified number to "see how simple it is to make JustFoodForDogs DIY fresh food at home."Based on how well the in-store exhibition kitchen attracts new shoppers, drives traffic and lifts sales, the concept will expand to more Petco locations somewhere into the double-digit range in the next three to four years.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Deadline EXTENDED for 40 Under 40 Nominations

Petco Opens Two-Story Flagship in New York