Salty Dawg Pet Salon has become a top competitor in a booming industry, and there’s no slowdown in sight. By Nancy E. Williams
Salty Dawg Pet Salon has become a top competitor in a booming industry, and there’s no slowdown in sight. In fact, the U.S. pet-grooming industry is expected to generate $13 billion, which is up from $9.4 billion in 2021.
In July 2023, Salty Dawg Pet Salon brought on Sally Facinelli as president to move the brand forward, and she’s no stranger to franchising.
“I’ve been in franchising for over 20 years. I started my career with a mobile pet grooming franchise in 2000, long before the industry was what it is today. From there, I started marketing and advisory agencies, but wanted to make a change.” said Facinelli. “I was approached by Salty Dawg about the president position, and as I reflected on my career, I loved building that pet-grooming franchise brand, and was excited with the opportunity to do it again.”
After learning more about Salty Dawg Pet Salon, Facinelli fell in love with the brand and the team. “The culture is amazing, and the brand is sexy,” she said.
There are currently three operating locations, and there are six new locations in the process of being opened, thanks to a recent three-pack deal closed in the Dallas metro area. Facinelli anticipates that the brand will grow to over 100 locations in the next five years.
“I think this is possible not only because of how strong the industry is but because of our unique workforce and approach to training. Our collaboration with the Paul Mitchell Schools helps our owners obtain pet stylists,” said Facinelli.
Facinelli has big plans for the brand, and she’s excited to continue growing the Salty Dawg Pet Salon brand.
“We are looking to grow the brand to $100 million over the next three to five years. We have retrofitted our locations to include Sweet Dawg Bakery and retail items. A significant part of the pet industry is humanizing the pet experience. The demand for high-end services and treats is overwhelming, so it just makes sense for us to add these,” Facinelli explained. “We’re continuously exploring new opportunities and revenue streams for our owners that don’t take them away from the core business.”
Nancy E. Williams