Ex-Massage Envy Franchisees to Expand Pet Evolution in Florida

As a consultant with the International Franchise Professionals Group, Teri O’Donnell tells prospective franchisees, “you’ve got to look at the leadership” when evaluating a brand. She’s taking her own advice with her newest franchise venture, Pet Evolution, as she and business partner Gary Meyers signed on to expand the pet supply concept to Florida as regional developers.

The two plan to bring 20 locations to the Tampa area, and O’Donnell explained it was her confidence in President Peter Carlson and Chief Operating Officer Fred Macciocchi that helped seal the deal. “I trust they’re going to build an amazing brand,” said O’Donnell, and that trust comes from experience.

O’Donnell, Carlson and Macciocchi, who originally connected as Massage Envy franchisees, together had regional development rights for Amazing Lash Studio in Chicago and northern Indiana, where they “built up the market so much that corporate wanted to buy it back, so we obliged,” said O’Donnell of the exit in 2019. When she learned more about their plans to franchise Minnesota-based Pet Evolution, which sells specialty dog and cat foods and features self-service dog washing and grooming stations, her opportunity radar went off.

“On my way home, I called my husband and said I don’t think there’s any way we can’t do this,” she said, recalling her reaction to a discovery day.

Meyers said he felt the same way. Also a longtime Massage Envy regional developer and franchisee until 2019, Meyers kept in touch with Carlson and, after visiting a Pet Evolution store near his suburban Minneapolis home, was impressed. “It’s a good culture, good business model, and I know Fred and I know Peter,” he said. And Pet Evolution is a concept he believes will stand out in a crowded market.

“There’s a lot of competition down there” in Florida “and in pet supply in general,” said Meyers, who is planning a move to the Tampa area. “But we are going to be the elite down there” thanks to high-end products and service aimed at helping pets avoid allergic reactions, control their weight and promote overall health.

“It’s the culture when you’re walking into the business, how they greet you, the knowledge of the staff,” he continued. “And they focus on the wellness of your pet. There’s a lot of problems you can cure with your pet’s diet … they do a deep dive and really are taking care of you and your pet.”

O’Donnell, who said changing the diets of her dogs Kit Kat and Shadow resulted in noticeable improvements to their energy levels, noted as people’s food habits have shifted to healthier offerings, they’re making similar decisions for their pets. “It’s just like nutrition for human beings. You feed them McDonald’s every day, you know what you’re going to get … people are choosing to feed their pets healthy as well,” she said.

Another selling point was the brand’s performance through the COVID-19 pandemic. “Pet Evolution was so successful pivoting their business that their revenue has gone up,” said O’Donnell as she noted the introduction of delivery and addition of mobile nail trimming services. The company is also creating a membership program.

Co-founders Rian Thiele and Mike Osborn started Pet Evolution in 2012, growing it to three company stores. They started franchising in 2021 after being approached by Carlson, who was a customer first, and have since signed multiple development deals in markets such as Texas, Arizona, Illinois and Wisconsin. The cost to open a store ranges from $424,500 to $598,550.

For O’Donnell and Meyers, whose territory includes Tampa, Fort Myers, Naples, Sarasota and St. Petersburg, creating a strong team culture will prove just as important to their success as the products and services. Meyers, who is also a franchisee of The Joint Chiropractic with three units in Minnesota, said his approach is one of “truly being vested in my team.

“Employees aren’t just numbers and people to fill slots,” he continued. “I’m actually very invested in them and their career development.”

The two are looking at potential acquisition opportunities to gain a foothold in the Tampa market with the rebranding of an existing pet supply store, in addition to selling franchises. “Real estate is very tight, so it would make sense to identify and partner with someone,” noted O’Donnell.

Quick Hits

Noodles & Company is expanding in California in a big way, signing a 40-unit agreement with Warner Foods to develop the concept throughout the state. The company is also acquiring all 15 corporate Noodles units in California. Warner Foods, which will operate as NorCal Noodles under the agreement, is also a franchisee of Jack in the Box, Black Bear Diner and Panera Bread, with more than 150 locations across the three brands.

Wienerschnitzel will expand throughout Arkansas after signing an exclusive development agreement with Tejas Dogs and business manager Brian Shinall to build 20 restaurants over the next 12 years. The group will start with three locations in the northwest part of the state.

Scooter’s Coffee signed a couple of two-unit agreements, in Texas and Arizona, as the brand pushes expansion outside the Midwest. In Texas, father-son duo Ty and Taylor Fichtner plan to open locations in Cleburne and Burleson. Ty was a franchise business consultant for Scooter’s and has a background in operations with brands such as La Madeleine and Red Robin. In Phoenix, Terrell and Jennifer Maxey signed on to open two stores.

Slim Chickens inked a nine-unit agreement in Wisconsin with brothers Nick and Chad Sternitzky of PREL Investments. The two worked in their family’s multi-unit Arby’s business before expanding on their own with Freddy’s Frozen Custard & Steakburgers. They plan to open Slim Chickens in Madison, Green Bay, Appleton, Oshkosh, Fond du Lac and Wausau.

Mici Italian will expand its pizza, pasta, salad and gelato concept throughout the Detroit market following the signing of a 25-unit development agreement with Salem and Youssef Najjar and Yosef Manson of Serve Hospitality Group. The group, which operates nearly 40 Tropical Smoothie Cafes in Wisconsin, Michigan and Illinois, expects to open its Mici units over the next 10 years.

Roll-Em-Up Taquitos signed a master development agreement with David Weaver and Blake Terry, who plan to bring 315 units to Texas and Oklahoma. The two have a combined 46 years of experience in the QSR segment, working with brands including Wingstop, Subway, Smashburger and Rusty Taco. They will build and operate a number of stores while also signing franchisees in both states.

Rusty Taco, one of seven concepts owned by Inspire Brands, signed multi-unit agreements that will expand the brand in Nevada, Texas, Utah and Virginia. Sheila Abusaab signed the largest of the agreements, for five restaurants, and will develop Rusty Taco in Midland and Lubbock. Abusaab also owns Sonic Drive-In locations throughout West Texas. In Utah, Sean Cosper of Home Run Restaurant Group will bring three Rusty Taco locations to Salt Lake City. Cosper also owns 13 Arby’s locations throughout the state. Signing two-unit agreements were brother-sister duo Ian and Taylor Cain of Ocathain Partners, Sonic franchisees who will open Rusty Taco in Reno, and brothers Fenil and Jitesh Patel of Tacos of Heaven, who will open restaurants in Norfolk, Virginia.

Island Fin Poké signed an area representative agreement with Steve Kretsch for the South Florida market. Kretsch’s territory stretches from Port St. Lucie to Key West, and the agreement calls for three locations to open by 2024. Kretsch held executive roles with American Airlines, Sabre, IBM, and Stolt-Nielsen Limited and lived abroad for much of his career before moving to Miami and discovering Island Fin.

Chick N Max, created by former Freddy’s exec Max Sheets, signed its first-ever franchise agreement, a three-unit deal in Sioux Falls, South Dakota. Franchisees are father and son Brad and Max Reinke, who will develop the QSR chicken concept under their BubbaMax company.

The Wire is the place to find news of multi-unit development agreements, brought to you by Editor in Chief Laura Michaels. Want more? Sign up for the e-newsletter at franchisetimes.com/e-newsletter. To share your brand’s multi-unit deals, email details to [email protected]