When Jessica Morris forgot to pack a treat for her dog Rudy on a day out to the pub, she didn’t realise it would spark the idea for a business that would soon have tails wagging across the UK.
Jess wanted something to occupy Rudy as she had a drink with friends at the end of a long walk, and it was getting a 'no' from the barperson that sparked a lightbulb moment.
Now, four years on, Jess is co-founder of The Canine Menu, a business supplying hospitality venues with everything they need to keep their canine customers coming back.
The idea started with Jess asking her local landlady if she fancied handing over £50 for 50 dog treats and when she got a 'yes' she knew she was on to something.
She teamed up with her brother-in-law Nick Marsh, who has a background in hospitality, which perfectly matched Jess's experience in the pet food industry.
Now The Canine Menu supplies thousands of pubs, cafes, hotels and restaurants across the UK with long-lasting treats and chews, bowls, beds, and even tea bags and ice pops.
Plus English Heritage sites, and my holiday cottage, Sunnyside Cottage and tonnes of other dog-friendly places from coffee trucks to ice cream vans.
Today, Jess shares how that one forgotten chew sparked a brilliant idea and transformed her passion for pups and pubs into a booming business.
Key topics and timings:
01:33 - Introduction to Jess and her background in the pet business
03:02 - The lightbulb moment: Creating a business after being told there were no treats at the bar for Rudy!
05:49 - Testing the concept: From chicken feet in paper bags to creating a beautiful brand
09:20 - Growing from a small start-up to scaling operations
11:46 - Challenges in scaling and operational success
13:40 - The principles that guided product development
20:00 - Building partnerships with hospitality venues
24:42 - Matt, the landlord who sells more dog chews than peanuts
32:43 - Expansion into hotels and holiday rentals with welcome packs
36:12 - Challenges faced and lessons learned from rapid growth
43:09 - The importance of investing in branding and external expertise
46:47 - Staying true to the hospitality focus despite retail temptations
48:49 - Jess's advice for budding entrepreneurs: “Just go for it.”
51:58 - The importance of support networks and co-founder relationships
54:42 - Where to connect with The Canine Menu
Key quotes:
"I was so nervous, but I walked into my local pub with a box of dog chews in tiny little paper bags and asked the landlady, ‘I come here all the time with my dog, loads of other people do too. I’ve got this box - 50 chews for £50 - are you interested?’ She got £50 out of the till right there and then! That’s when I knew we were onto something."
"It’s beyond me why we ever thought dogs would sit quietly for half an hour at a pub - like a two-year-old, they need something to keep them occupied!"
"The sooner you get your idea out into the world and ask someone to part with their cash for it, the sooner you'll know if it's a good idea or not."
"We’re about more than just treats; we aim to improve the overall experience for dogs in hospitality settings."
"The hardest part is knowing when to scale up - your operation grows before the financial benefit arrives."
Key takeaways:
Starting small with a big idea: Jess describes how the concept for The Canine Menu arose from her experience visiting a pub with her dog and grew into a business.
Hospitality focus: The Canine Menu remains dedicated to enhancing the hospitality experience for dogs and their owners, avoiding the temptation to expand into retail.
Challenges of scaling: Jess discusses the difficulties of scaling operations, from managing the supply chain to overseeing team growth and maintaining quality.
Customer-centred approach: The brand’s success is rooted in ensuring the products cater to both venue owners and their customers, offering carefully curated, long-lasting chews for dogs.
Resources mentioned:
Matt from the Norfolk Arms in Sheffield (The pub that sells more dog chews than peanuts!)
The Canine Menu Christmas range and collaborations
Woof and Brew, the creators of the dog tea used in their welcome packs
Links mentioned in this episode:
Visit The Canine Menu: thecaninemenu.co.uk
Connect with Jess on LinkedIn: Jess's LinkedIn
Learn about Woof and Brew: https://woofandbrew.com/
Further listening if you enjoyed this episode:
In the spotlight with Rachel Down from Boil and Broth
What it's like to go on Dragon's Den with Debbie Greaves from Barking Bags
In the spotlight with Karen Rhodes from Luxury Dog Hampers
Working with bloggers and influencers with Vicky Gunn from Millie's Beach Huts
20 takeaways from the Pet Industry Federation Business of Pets Conference
