We chat to a raw food specialist retailer
We're 'On the Shop Floor' chatting to an independent pet retailer...
We chat to Rachael Chinnock — one half of a husband and wife team who
established their specialist pet shop around 18 months ago. They wanted to share the
brilliant impact raw feeding had on their own pet and now stock an incredible range of raw
dog food. Driven by a passion for pets, Rachael and her family have seen the business really
grow and that is largely thanks to being much more than just a business that sells pet
products. Here, Rachael shares all about their journey…
Tell us about your shop
Rachael says: “Bristol Raw Dog is an independent raw dog food specialist located in North
West Bristol. In the beginning, it was marketed to dog owners but now there is an increasing
demand for cats, ferrets, and reptiles too.
“We are a relatively new, small family business — a husband and wife team with our
daughter’s help outside of her university studies. Since opening our doors to the public on
May 21, 2022, our business has been expanding rapidly. We stock seven different brands of
raw, as well as a vast selection of natural dog treats, toys, supplements, and much, much
more.”
What inspired you to become a pet shop owner?
Rachael says: “Being dog lovers and owning various ‘sensitive’ breeds over the years, we
have always had a keen interest in canine nutrition and care. Our dogs have all benefitted
from raw feeding for the past seven years and we found that there was a huge gap in the
market for quality brands of raw food in Bristol.
“Our family travelled weekly to South Wales for our own dog food so we decided to bring
the brands that we love to the city, as surely, we could not be the only raw feeders
struggling to get supplies. None of us had previously worked in retail but after completing
various courses and CPD training, we now hold a wealth of understanding and product
knowledge.”
What makes you believe in raw food?
Rachael says: “We are huge advocates for raw feeding here at Bristol Raw Dog and this
became a priority for us after encountering various allergy symptoms in one of our own
dogs. With single proteins and no processed foods, the dog lives free of yeast and skin
issues. The proof really is in the pudding!
“All our dogs now have healthy, shiny coats, clean teeth, and good firm poos. Their health is
great and we rarely need veterinary visits. Dogs are natural carnivores — raw is the best
species appropriate diet. We have introduced many dogs to a raw diet in the short time that
we have been open and it is safe to say that the customers all agree that their animals thrive
on it.”
How would you describe your typical customer?
Rachael says: “We don’t have a typical customer; we see people from all walks of life. Here
at Bristol Raw Dog, we welcome everyone. All dogs should have access to high quality food,
so our products reflect diverse needs and budgets.
“Our shop not only serves the local community but has become a community hub itself — a
safe space where dog owners come to meet, chat, socialise, and get advice while buying
great value products. We attract customers from outside of Bristol; from Devon, Gloucester,
Chard, Newport, and Yeovil among many others stretching further south, right up to the
Midlands.
“Customers report that our service and knowledge is unmatched by other shops and the
choice of quality goods is vast. Therefore, we see a huge percentage of returning custom.
Being a small business, we know families, pet names, and learn individual dietary
requirements.”
What are your best-selling products?
Rachael says: “Our Raw Foods sell out weekly, especially our 80/10/10 box deals. Stock
levels in the freezers have already become a battle to the point that we can no longer
advertise our business. I think it may be time for a bigger shop or a walk-in freezer!”
What work is involved in being a raw stockist?
Rachael says: “Being a raw stockist involves long hours, good product knowledge, and lots of
reading. It involves a lot of hard manual labour — loading freezers and taking huge
deliveries. We order from most manufacturers weekly so our freezers are filled by hand
weekly. It’s backbreaking so you need to be fit and strong.
“Placing so many orders is time consuming and forward thinking is essential to ensure we
can keep up with demand and order the correct quantities. Knowing customer orders
especially leads to high consumer satisfaction.
“It is crucial that you have a lot of knowledge about canine nutrition and have raw feeding
experience. Customers rely on us to give accurate advice or pair products with specific
issues.”
How do you source your stock?
Rachael says: “We obtain our stock from a huge range of suppliers. The majority comes
directly from the manufacturers but where minimum orders cannot be met, we use
wholesalers. We are lucky to have two huge wholesalers in Bristol, so it is very convenient
to pick up supplies when necessary.”
How often do customers come to your shop for pet related advice?
Rachael says: “We support our customers every day in store with advice tailored to meet
individual needs. We often give advice via email, messages, and over the phone — this
includes after closing time! Another part of our role includes signposting customers to other
local services such as vets, groomers, dog walkers, trainers, or behaviourists.”
What are the most successful ways you market the products you sell?
Rachael says: “Lots of our products are sold via recommendations from ourselves or other
customers. Our customers often share successful products over our social media pages
which encourages others to follow suit.
“We give out samples, especially when promoting new ranges. Customers enjoy the try
before you buy approach.
“We keep up to date on viral online trends and source popular products as quickly as
possible. We advertise products over our social media pages whether it be seasonally, new
products, or recommended items.”
What would be your best piece of advice to other independent pet shop owners?
Rachael says: “Don’t be consumed with what other retailers are doing. All shops are
different and it is always best to play to your strengths and find your niche. The pet market
is very competitive and it is best to focus on your business — keep looking for the best
products and get to know your custom base."