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Pet Supplies Plus

Best in Show Franchise Development Marketing Plan for Leading Pet Franchise


Pet Supplies Plus was founded in 1988, in Redford, Michigan. Designed according to the grocery stores model, it was the first pet shop with wide aisles and neat, well-stocked display shelves. Now, they are the largest chain of independent pet stores with over 460 stores.


Pet Supplies Plus

Client Since



Digital Advertising, Social Media Advertising, Audience Insights, Messaging Plan, Web Design & Development

Results that have tails waggin’ at Pet Supplies Plus

Pet Supplies Plus website

The Challenge:

The Pet Supplies Plus franchise development strategy was steeped mostly in radio and print. They needed to boost their leads by expanding into digital and defining specific audiences. This was a challenge that begged for the brainpower of Hot Dish.

The Strategy:

We developed the Pet Supplies Plus brand positioning to highlight their playfulness and excellence as the top-ranked pet store franchise by Entrepreneur five years running. We also created specific target audiences of both white-collar workers and multi-unit franchise owners of other concepts.

And, after testing we uncovered a new female audience which lead to a landing page rooted in owners’ passions for pets and how pet love unites communities. The results were a real treat. Have a look.

Pet Supplies Plus magazine ad

Magazine Ad

Pet Supplies Plus half page magazine ad

Half Page Magazine Ad

The Hot Dish Effect:

After launching their new website with audience targeting and financial qualifiers in the online form, Pet Supplies Plus is seeing all-time highs in qualified leads. Bow wow to that.

  • Up 26% – New leads
  • Up 94% – Meet the Team Day attendees
  • Up 129% – New Franchise Owners
  • Up 600% – New Franchise Owners with signed multi-unit
  • Up 178% – Number of new franchise stores
Pet Supplies Plus social ad
Pet Supplies Plus social ad

Social Advertisements

iHeart Radio Digital Ad

iHeart Radio Spot