Raising the woof: make no bones about it—this bakery takes dog food to a whole new level

Entrepreneur, July, 2004 by Jonathan Riggs

BUSINESS HAS GONE TO THE DOGS FOR Melanie Superack, 26, and her mother, Diane Superack, 54; and they couldn't be happier. This March, they opened Tennessee's first Just Dogs! Gourmet franchise, selling healthy, all-natural dog treats at a kiosk in the CoolSprings Galleria Mall in Franklin. They offer a variety of gift ideas for dog lovers, from elaborately decorated holiday cookies to dog lollipops and flavored barrel treats

Melanie discovered her passion as lead treat decorator for a corporate-owned Just Dogs! Gourmet "barkery" in Washington, Pennsylvania. She loved the company and its products, and spread the word to her parents when they were researching franchises to buy. Pulling from savings and resources, Diane and George took their daughter's investment advice.

To succeed, the Superacks have been working like, well, dogs. Melanie says, "If making it means we work 20 hours, sleep for four, and go back and do it again the next day, that's what we do."

Sales for 2004 are projected to reach $160,000 to $170,000, and the mother-daughter team plans to open three more stores by early next year. The Superacks attribute their success largely to the quality of the products. "The treats are absolutely gorgeous," Diane says. "So many people want to eat them themselves."

But do they make dogs sit up and beg? "We've heard so many stories," Diane laughs. "A lady was walking through her house, holding her shopping bag. By the time she got to the kitchen, her dogs had eaten the bottom out of the bag, and the treats were gone!"