Trailblazer. Leading edge. Cutting edge. This description could be used to describe any successful business. These traits are often the difference between a successful independent pet retailer and one that is stagnant due to outdated methods. Pet Express began its operations in San Francisco’s village-like West Portal District. It is perhaps the poster child of this type of thinking.
Michael Levy is the president and chief executive officer of Pet Food Express in California.
Levy began his journey when he established a dog training center. Levy has been training dogs as a way to pay for college since 1976. A brick-and mortar location was a natural progression.
He says, “That was 1980 in West Portal Avenue.” The feng-shui worked because the bank was across the street and money was expected to flow.
This venture provided a wide range of training including personal protection, basic obedience and problem-solving, as well as certifying trainers for police dogs. Eight more locations were opened, with five featuring a retail space of about 1,000 square feet. Levy decided to concentrate on his retail business in 1986. Levy kept the West Portal address, but changed his name to ProPet. This would later become Pet Food Express.
He says, “This was a period I called the “Golden Age” of pet supply and food stores because independents could differentiate themselves with brands not found in supermarkets.” When I stopped dog training, “I became a retail professional.”
He was short of resources when it came to expanding to a new store. Levy, in keeping with his progressive persona, began to offer delivery services. This required a new name.
When I began delivering, I wanted a name that was appropriate, so I created Pet Food Express. “I incorporated my company under this name in 1987,” says he.
The business grew because it was the perfect concept, at the right moment. Pet Food Express has 65 locations in California.
Friendly, experienced staff are ready to offer their expertise. The store offers a wide range of healthy foods, treats and self-service dog washes.
Linda Loza is the chief brand officer. She says, “We’ve worked very hard to create a store that has clean lines and standard planograms. We also have a clear, simple message.” We value trust and want to show our customers that we are concerned about their opinions and the way they see our stores.
The location of the business within the locality is an important consideration.
Levy explains that historically, they have targeted densely populated neighborhoods and mainly high-end shopping centers with anchored grocery stores. The idea is that most people shop for groceries twice per week on average, which increases our visibility.
Easy-in-easy-out access is often more convenient for customers than traditional delivery because it allows them to select what they need, and when.
But true to its origins, all stores offer same-day deliveries, which were fully implemented a full month before the COVID-19 Pandemic Shutdown in March 2020.
The company’s continued growth made it necessary to move its corporate headquarters from Oakland, Calif., in 2022. Concord, Calif., is home to the new 20,000-square foot freestanding building. The distribution warehouse was relocated from Oakland, Calif., to Oakley, Calif., which has a 200,000 square-foot space.
Loza explains that as an omnichannel retail company, this facility was crucial to meet our future growth requirements and position us for success.
The People
Pet Food Express is known for its stellar customer service. Levy recognizes that associates who are approachable and knowledgeable can be vital ambassadors. They will listen to the concerns of pet owners and help them resolve issues.
Levy says, “We are a successful company because our employees do all the hard work.”
Levy defers often to his emissaries when it comes to predicting trends and customer demands. These emissaries have their finger on the pulse at store level.
Levy said, “We pay attention to the staff.” One sales representative meets with more customers per day than I meet in a whole month.
Levy says that a passion for pets should be a prerequisite when hiring a new employee. But the willingness to work with owners of pets is equally important.
He says that if you are a pet lover but do not want to interact with people, this is not the best solution.
A strong communication skill and an interest in learning is also a desirable trait.
A robust Human Resources department oversees Pet Food Express’ dedicated training program to further this goal.
Cathy Poliak is the director of human resources
Before the pandemic hit, new employees were required to attend a one-week intensive course at the corporate offices. The courses are now delivered via Zoom. The course begins with an introduction to the Pet Food Express company culture. Next, students dive into a variety of topics, such as nutrition, dog grooming, and cat litter. The role-playing helps to improve communication skills, and boosts confidence on the sales floor.
All associates receive ongoing training at the level of their respective stores.
Poliak says, “we have an activity for training every day that is usually related to the monthly plan. For example, we may be dealing with fleas and ticks during summer and their problems, and how they can be solved.”
Monthly, store managers will meet online to plan educational events for the next 30 days.
She adds, “It is very collaborative when it comes to updating curriculum or developing new ones.”
Information from the manufacturers about products is also useful.
Levy explains that “our category manager interacts with manufacturers, and then brings this information back to our Education Department which utilizes it to properly educate our employees.” I think that what makes us happy in life is the constant learning and new experiences.
The Evolution of Diet
Pet Food Express’ credo is to ensure the health and happiness of all pets.
Levy affirms that “when I started training dogs in 1976, 97 percent were pet foods sold at supermarkets or grocery stores and promoted on national television.”
He says that in the past, specialty brands and up-and coming companies offered a better product.
He says that because you fed less food, there were fewer stools to clean up. In general, dogs and cats ate better with these foods. Their energy levels increased and their coats looked shinier. Then there were the prescription diets, which are a veterinary product. This was the start and it continued for the next twenty years.
Levy says that the Pet Food Express philosophy is forward-thinking, offering food products with the most impact on a pet’s life.
He says, “Food is the beginning and end of everything.” I am constantly looking for new foods. “We started looking at raw food over 20 years ago.”
He adds that the result of this is a complete immersion in these categories.
He says, “We have integrated that in our entire system. Not just by ordering it and getting it to our clients, but also through educating both our employees and customers.” We have been saying for years that we will not sell pet owners anything that we would not feed our pets.
Pet Food Express now offers an expanding range of food and treats that are not available online or at big box stores. These include air-dried foods, freeze-dried foods, cans, frozen rolls with a light cooking, and raw foods.
Safety and quality are key considerations in product selection, and while the retailer values U.S.-made-and-sourced products, it is also open to products made with trustworthy sourcing from other countries.
He says: “I want to personally support U.S.-made products, as well as those from countries such New Zealand. I think it’s important that treats and food are sourced by companies who care about pets and their health.”
Levy worked with Kiwi Kitchens to develop a range of natural and healthy foods, such as air-dried and raw frozen-dried New Zealand grass-fed and free-range protein.
Levy: “Kiwi Kitchens, a New Zealand-based company that is cutting edge and one of the first to bring raw food into the U.S.A.,” says Levy. New Zealand has a clean environment and the organic standards there are much higher than in America. I am talking about pet food or human food.
Pet Food Express also offers West Portal Treats under its private label. These treats are made with ingredients sourced from the United States and of human grade.
Wellness Services
Pet Food Express offers a variety of conveniences for pet owners as well as their furry friends.
Self-serve facilities for dog wash have been around for many, many years. They are available in 65 of the 62 stores.
Levy claims that he pioneered semi-automatic self-service pet washing about 25 years back. There were other pet wash facilities before us, but ours were token-operated, and the soap was delivered by hose.
The furry bathers enter the raised tubs through entry steps while their owners dial-in desired West Portal Pet Products private label premium shampoos. Then, a blower with ambient air is used. The supplies are all provided, such as waterproof collars and aprons, as well leash clips, towels and towel clippers. Bathing enthusiasts can save money with a buy three get fourth free offer.
Pet Food Express is rooted in its origins and offers professional dog training. This program is primarily designed to strengthen the bond between humans and animals, which has always been a core value of the business.
Levy explains that “we do not treat it like a business. This might seem strange, since I began as a trainer of dogs, but we have always believed in being hands-off and letting the trainers earn the money without feeling influenced.
They also offer private and personalized training, puppy socials and group sessions.
He adds, “We believe that dog training is the best way to save pets’ lives. It keeps them out of shelters and keeps them safe from being hit by cars.”
Weekly vaccination clinics take place in collaboration with VIP Petcare. This company partners with specialty pet retailers to build a network of wellness and community centers across the country. The clinics are usually held over the weekend and offer comprehensive vaccinations, microchipping, and non-emergency service.
Levy claims that “we didn’t invent the concept of the vaccine clinic, but VIP Petcare started 25 years ago on a model that was consistent with a weekly vaccination.”
In 10 of our stores, we have dedicated VIP Petcare Wellness Centers. These offer yearly physical examinations, basic illness and injury diagnostic tests, nail trimmings, and additional vaccinations.
He says that the Wellness Centers have staff on hand five days per week. It’s an enhanced offering.
Pet food Express scales are a great tool for pet owners who want to keep an eye on their dogs’ weight. All stores have the signature product on their cash wraps.
Collaboration is Key
Levy, who believes that collaboration and partnership are essential to the growth and survival of independent pet retailers, was an instrumental co-founder of IndiePet in 2020, a non-profit trade association dedicated exclusively to independent pet retail.
Levy says, “In 2014, I brought a group of small retailers together at Global (Pet Expo) and SuperZoo.
He adds, “The independent business of pets has grown to be incredibly complicated.” I think that it is in the best interest of every independent pet store, whether they are small local operators or large regional chains to gather as much knowledge as possible from all sources and base their decisions on this information.
All Creatures Great And Small
Mike Murray was a child growing up in Rosemead in California. He held the animals who were in need near to his heart.
Murray recalls that as a child, he used to attend summer classes at the Pasadena Humane Society.
He has come full circle as the director of outreach at Pet Food Express.
He says, “A large part of my work is to visit our rescue and shelter partners. And 30-plus years after I first visited the shelters as a child I can go back and help adopting animals.”
He was a sales manager for a candle manufacturer before he found his dream position.
His rescue work and concern for homeless animals were his main priorities.
He says, “I founded the San Francisco Bay Area German Shepherd Rescue during the 1990s and held adoption events in Pet Food Express shops.”
Pet Food Express was introduced to us through these weekend adoptions.
Murray, who wanted to combine animal welfare and a job with Pet Food Express CEO Michael Levy’s proposal, approached him with his idea.
He says, “I sent a business letter outlining all my experience and goals.” Michael replied to my letter and said they wanted someone who had experience with shelters and rescues as well as a background in business to manage their community outreach program.
Murray is still on the road today, 17 years after he started his business, and he enjoys visiting animal shelters, rescue groups, and other organizations to certify them as Pet Food Express Affiliates.
We have a procedure. He says that he wants to check the adoption contract and make sure spay/neuter laws are being followed. I want to be sure that there is a safety-net in place, so that the pet can go to a safe haven if it cannot stay with its family. We look for clauses that say, “If you cannot keep your pet for whatever reason, you will return it to us.” That’s important.
Murray’s involvement in Second Chance German Shepherd Rescue, located in Auburn, Calif. where he lives, is not limited to his professional duties.
He says, “It is hard to let go of that desire.”
Adoption Days are held in all Pet Food Express stores.
Donations of food and other supplies are also made on a frequent basis.
He says that he donates bags that are torn, ripped or bent in the warehouse. We have a generous return policy. If a product is returned, we will send it back to our warehouse and check it, then tape it up.
Pet Food Express donates food and supplies to approximately 40 rescues each year.
Megan Kniepkamp, Pet Food Express’ community outreach manager, took the lead when the COVID-19 shutdown occurred. The company then partnered with several food banks in California.
Murray says, “Our customers can donate and we’ll work with our suppliers to purchase as much food we can.” I think we were able to help 10 food banks reopen the following year. It was wonderful to see that people struggled during COVID. We donated about 140,000 lbs of food.
In the third year of the program, the number food banks has more than doubled.
Each year, at the retail level, there are several fundraising programs that help shelters and rescue organizations. Kitten Season, for example, raises money and awareness in spring when kittens are in high demand and shelters have to scramble to get supplies.
Murray says that people are able to donate money at their local stores, which will be used by Pet Food Express as gift cards for the animal rescues. These can then purchase food, litter, or formula.
The December Holiday Shopping Spree is a great example of this concept.
He says that it’s an excellent benefit for rescues and animal shelters, as they save money on their budgets which can be used to pay for vet bills. The gift cards are redeemable or bulk orders can be placed. “We try to be as flexible as we can, whether it is a two person rescue or the SPCA in San Francisco.”
Pet Food Express’ summer event Cover Your Canine focused on providing protective equipment to police and Homeland Security K-9 Units in collaboration with the nonprofit Police and Working K-9 Foundation. In-store dog washings were used as a platform for fundraising.
He says that the proceeds were donated to over 200 K-9 Teams in California. Over the past 10 years, we have raised over $1 million for bulletproof vests and trauma kits as well as veterinary courses.
Pet Food Express satellite adoption centers are located in selected stores throughout California. They offer homeless cats and kittens a warm welcome. Adoptions average 300-400 per location annually. The cats are housed in specially designed condos. Beverly Hills is the only store where they live cage-free and together.
Pet Food Express is ready to mobilize when fires strike and collect food for animals of all types.
Murray says, “We help where we can.” In June, this year we donated 45 dog kennels for an emergency preparedness organization in Napa. If there was an evacuation, the group could set these up.
The annual Bay Area Pet Fair is the most important Pet Food Express Adoption event.
This event began in Mill Valley (California) at the San Rafael County Fairgrounds. The idea was created by a local, small pet paper, with Pet Food Express as the first participant.
The fair was closing down and the paper was gone. It was a small country fair/adoption. We had a stand there. Murray explains that they thought the fair would be an excellent venue to gather rescuers and vendors and make a point about nutrition, adoption and other good things. It has been growing every year.”
The expansion of the event in 2019 required a relocation to the Alameda County Fairgrounds, which can accommodate 80,000-100,000. This will be a two day event with between 80,000 and 100,000 attendees. Nearly 3,000 dogs were adopted, and 85 shelters and rescues attended.
He says, “When COVID struck, we were forced to switch to virtual styles.”
The idea of hosting a virtual event initially seemed intimidating, but it was soon discovered that many of our 300+ rescue partners and shelters in the Bay Area could not travel with their animals. Shelters can now stream live from wherever they are.
Murray says, “We were suddenly combining both the best and the worst of the past, and we decided to celebrate the whole month of September in 2021 with a weekend being the main focus.”
In the end, 5662 animals, such as dogs, rabbits birds turtles, and horses, found their forever home. Interviews with leaders and experts in the pet world were also part of this event. A Federal Emergency Management Agency agent spoke about his search and rescue experiences during 9/11 with a four-legged companion, while a pet-rescue described how to run a successful operation. The event also included nutritional discussions and tips for training.
The pet fair also features vendor participation via sponsoring or having representatives present with product samples and information.
Murray: “It is wonderful that there are now all kinds of creatures, big and small.” The rescue and shelter communities are diverse but they also work together to achieve the same goal.