Unleashing New Revenue with Dog-Friendly Strategy

Becoming dog-friendly has the potential to improve restaurant foot traffic, generate repeat business, and possibly boost profit margins.

Our dogs once slept in dog houses or barns and they were considered like property. Today, they are more like family members. In fact,  83 percent of pet owners say their pets are like their own children.

Certainly Europe (especially Paris) is famous for allowing patrons to bring their dogs to almost any restaurant. Dogs there are not relegated to the patio, but you’ll see them sitting with the family inside the restaurant. 

Historically, U.S. restaurants that allowed customers to bring dogs were few and far between. It was a real leap forward when restaurants began not only allowing Fido to sit on the patio, but adding dog-friendly amenities and even menus.  

If you are considering adding “dog-friendly” to your operations and marketing presences, you should know the rules and be well-prepared. 

Do you have the right space?

Covered outdoor spaces with concrete surfaces are ideal for doggie patios. You should be able to space tables and booths to accommodate not only families but also their pets.

What does the law say?

All restaurants must allow a customer’s dog to join them indoors or outdoors if it is a service animal. Under the Americans With Disabilities Act (ADA), restaurants may ask if the dog is required because of a disability and which tasks it has been trained to perform. They are not allowed to ask for certification or a demonstration of abilities or require the dog to wear an identity vest.

States and localities all have their own regulations about pets on a restaurant’s premises, so bone up on the laws in your area and also consult with the local health department.

Set your ground rules

I think that Lazy Dog restaurants do the best job of communicating their expectations to the guest. They don’t allow a dog to sit on a lap or on the table, which I think is common sense but is also a health department rule. 

The dog must be accompanied by a responsible adult, remain on a leash at all times, and be able to fit near or under a table without creating a trip hazard. I have seen dogs attack other dogs at restaurants, as well as scare children who are dining with their families. 

You also don’t want a dog to become the focus of the entire restaurant by begging, barking and especially biting. Essentially, dogs are welcome only if they behave, and if they can’t, you should ask them to leave. 

You can also set limits on number (one dog per table, for example) and size (i.e. no dogs over 30 pounds). You can also decide not to allow certain breeds. Be sure that all of these expectations are clearly communicated on your website and by the staff.

What about operations?

For many of us, our dog is the best dog in the world and we want to have the server enjoy our faithful companion as much as we do. That said, your staff should not be petting a dog while serving meals to your guests. Greeting a four-legged guest is OK, and you want to be sure the staff knows they can promote any dog-friendly amenities and menu items. (Also make sure that any new hires are OK with being around dogs.)

Water bowls, treats and clean-up bags are appreciated by dog-owning patrons, and special menu items have the potential to boost profits.

Park and Field offers a K9 menu that includes a Pooch Patty (beef burger) and Bird Dog (grilled chicken breast) and even a doggie dessert. Big Star in Chicago offers a Pupwich, PB&J, Dog Biscuit and a house-made jerky. Another restaurant, The Perch Kitchen and Tap, features a Pupsicle and Scruffy Scramble. 312 Chicago has “Waggin’ Weekends” with complimentary peanut butter biscuits and beefsicles as well. 

Creating a menu, however, should be done in consultation with a veterinarian to make sure the ingredients are safe and suitable. Discuss common pet food ingredients, allergens, and safe preparation methods to ensure a pet-friendly menu. 

What about other patrons?

Not everyone is an animal lover, and allergies are a major reason. If a dog-free guest asks to be seated on the patio, tell them that you are dog-friendly and ask if they’re OK with sitting near a dog. If it turns out they are allergic, or would rather just eat with other humans, be prepared to offer them a different table.

 A dog-friendly restaurant works best when Fido, Rex or Fifi enjoys the relaxation of being with their owner, doesn’t become stressed by noise and, most importantly, is comfortable around strangers and other dogs. If you give the owners a good experience, hopefully they will tell their fellow pet parents and become regulars.