Customer care… make some new

CUSTOMER CARE

Who let the dogs in?

There’s a new type of customer who wants to visit you. It’s furry, got four legs and a waggy tail…

An incredible 3.2 million households in the UK have welcomed a pet into their home since lockdown started, says the Pet Food Manufacturers’ Association. That’s a lot of families who will want to bring their dog when they go out. Bill Lambert from The Kennel Club gives his advice on how you can welcome them.

Why should businesses consider catering for canines?

Pets are very much part of our families and therefore our lives. From a business point, there’s a lot of money out there when it comes to dog owners. If people can take their dog with them when they go out, they’re more likely to stay longer, and not rush home to their dog, and therefore ultimately spend more money.

Why now?

There’s been a huge rise in the number of people owning dogs since 2019. Our figures – which account for the number of puppies being registered with us – are up 35%. There are around 10 million dogs in the UK. This means there are many more dog-owning families who are going to want to do what they did beforehand, such as eating and drinking out. If they can find a restaurant or a pub

Paws for profits

Make the trip out a treat for the dogs too, by selling dog biscuits or even ice cream for dogs

55%

of owners claim they would stay longer at a place if they had their dog with them, and 52% said they would spend more

Source: Kennel Club

to take their dog to, they are more likely to frequent those places over and above establishments that don’t allow dogs.

Do pets up the ante when it comes to atmosphere?

Most people believe they do, yes. In a survey we conducted, 61% of people said dogs make venues feel more friendly, and 63% said petting a dog is relaxing.

Dogs break down barriers, too. They are a great talking point – and getting conversations going in any premises is surely a good thing, as it helps add warmth and familiarity.

What regulations do outlets have to consider when preparing to accept dogs?

You’re not allowed to have dogs in food preparation areas. I think there are some people who think that that extends to restaurants, which isn’t the case.

How can a venue make their venue pet-friendly?

It’s about communication and setting boundaries. For example, think about a policy where all dogs are kept on leads (which is reasonable). It should be made clear that you have the right to turn some customers and their pets away if you don’t want them there. Not all of your customers will want to share their space with animals. Could you have a dog-friendly area, for example?

Check that any areas that dogs have access to are safe and free of any plants and toxic food, such as chocolates.

How can outlets make their premises more welcoming?

Bowls filled with fresh water are key. You might want to think about a jar of dog biscuits. There’s a coffee shop that my pup always wants to go in because the owner always gives them a treat. You could add dog-friendly items to the menu, such as ice cream, which is becoming quite popular. We have a guide (thekennelclub.org.uk/ hospitality), where you can download an ‘Open for Dogs’ sign and more guidance.

What about furnishings?

I think it’s up to the venue to decide if they want dogs on the furniture. Most owners wouldn’t expect it but, either way, the premises should make it clear what their preference is. If you are going to allow them on couches, consider wipe-clean furnishings. You could go the extra mile, and consider having dog beds available.

TOP TIPS FROM THE KENNEL CLUB...

• Create a policy for areas where dogs can and can’t go • Ensure employees are okay with a dog-friendly policy • Make sure there is space between tables for dogs to enter and exit, and sit or lie down • Create a ‘regulars’ dog wall with pictures of all your doggie visitors