Pets’ place in society has evolved considerably in recent years. It is no longer acceptable to give them leftover scraps or basic kibble, with animals now considered members of the family in their own right.
And owners are by no means skimping when it comes to offering their pets healthy and quality food. In fact, in the United States, pet owners spent a monthly average of US$368 (RM1,584) on their dog’s food in 2021, according to figures from the American Pet Products Association.
Entrepreneurs are eager to carve out a place for themselves in a dog-food market dominated by giants like Royal Canin (owned by Mars) and Nestlé Purina Petcare. As such, many have now opened high-end food outlets catering exclusively for pooches.
In September, Rahmi Massarweh opened a dog-friendly bakery in the heart of San Francisco. He offers a selection of cakes inspired by the great classics of (human) gastronomy, containing no preservatives or “toxic ingredients” for one’s four-legged friends.
Dogs can even enjoy different kinds of canine cappuccinos, or “dogguccinos”, to accompany their treats.
And every Sunday, San Franciscan dogs can sample Dogue’s “Bone Appétit” menu for US$75, according to the culinary magazine “Bon Appétit”.
There are many similar restaurants and cafés in major US cities. In New York, Chateau le Woof is an institution for all dog owners living around the Astoria neighborhood in Queens.
This dog café offers a variety of salmon, duck, pork and turkey treats, as well as two flavours of ice cream. There are also three signature Sunday brunch dishes: bacon and eggs, peanut butter pancakes, and fish and chips – all tailored to the nutritional needs of diners’ furry companions.
For its part, The Wilson added three “dog-friendly” dishes to its menu in 2019. At this eatery, New York pooches have the option of enjoying a tasty steak for US$24, or a Wilson Burger with vegetables for US$16.
Elsewhere in the US, dogs and their owners can go to Hops & Hounds in San Antonio, Texas, or to one of the many Salty Paws franchises to eat together.
A certain standard of living
Surprising as it may seem, dog owners are showing a real enthusiasm for these new kinds of cafés and restaurants. In fact, global Google searches for dog restaurants have been steadily increasing since 2015.
A peak in search engine queries on this topic was recorded in 2021 – proof that the pandemic and its various lockdowns have strengthened our emotional relationship with our pets.
As a result, dogs can now enjoy a certain standard of living. With designer clothes, high-tech toys, dog sitters, specific health insurance, CBD-based products, and natural, fresh, personalised and subscription-based food, the petcare market is closely following humans’ own trends.
If this humanisation of dogs is particularly prominent in North America, cafés and restaurants catering to the canine population have also emerged in Europe and Asia in recent years.
Take the Dog Bakery in Stockholm, for example, whose decoration in “millennial pink” tones will delight the “it dogs” of the Swedish capital (just like the tiny snacks they gobble down between two Instagram posts).
In London, at the Smith & Whistle, dogs and humans can sip on a cocktail or a “dogtail” together after a hard day’s work.
Doggy drinks might not yet be on the menu at Singapore’s Urban Hideout, but canine diners can find a varied choice of dishes rich in animal proteins. If they wish, the hungriest pooches can finish their meal on a sweet note with a scoop of dog friendly ice-cream designed by the startup Lunoji.
It’s a treat they’re sure to love, according to the republic’s canine influencers.