Many Americans consider pets to be part of the family, and as such are increasingly looking to integrate them into leisure activities, like dining out. This shift represents the evolving nature of the relationship that we share with pets, with Millennials and Gen Z leading the charge. It has been reported that 39% of Gen Z owners give their pets birthday presents, whilst 34% supply a birthday cake. Pet-related spending has been shown to be particularly resilient, even in the face of economic hardships, with owners willing to spend more money on their pets than themselves.
To understand this growing trend, a recent study from Toronto Metropolitan University investigated the leisure activity of dining out with dogs through an online survey which included 550 Canadian dog owners. The study explored various aspects of dog-friendly dining, customer attitudes and financial implications, revealing opportunities and challenges for the leisure industry.
Dining Practices of Dog Owners
The study found that dog owners, like non-dog owners, visited a range of establishments, including coffee shops and fast-food restaurants. Approximately 48% of respondents reported dining inside an establishment between 1-3 times a month, with over 57% of respondents dining outside on the patio less than once a month. Coffee shops were particularly popular, such as Starbucks, who are well known for their Puppuccinos.
When asked how important dog-friendly options were when deciding where to dine, 17.6% of respondents stated that it was very important, whilst 41.5% said it was not a consideration. However, when asked how likely they would be to bring their dog to dine on a pet-friendly patio, over half of the respondents expressed that they would be "likely" or "extremely likely". This aligns with recent legislative changes in Canada which increasingly support the presence of dogs on patios and inside craft breweries to increase the establishments' appeal to dog owners.
Economic Considerations
The survey revealed that when dining out, 20.7% of owners usually bought additional items for their dogs, with an average extra spend of $11.52 per visit. Interestingly, the amount spent did not statistically vary depending on the owner's income, supporting the notion that owners put their dogs' needs first. However, there was a relationship between purchasing items for dogs and being more likely to return to the establishment in the future, indicating their satisfaction with the experience.
Complementary dog items, such as Starbucks' Puppuccino, were popular amongst dogs and dog owners. Offering such treats was also revealed to foster customer loyalty, with 59.5% of respondents stating they would be more likely to revisit an establishment offering these perks. This finding emphasises how dog-focused gestures can positively impact customer behaviour.
Dog-Specific Menus
Popular menu items included chicken and rice, and ice cream, with dog owners favouring small dishes that aligned with human food. The rise of dog-specific menus in dining establishments was welcomed by respondents, with 31.8% being "somewhat likely" and 18.4% being "extremely likely" to dine with their pets in places offering these menus. However, 23.3.% of dog owners showed ambivalence towards including pets into dining experiences, and 26.6% were reluctant.
Dog Owner Attitudes
The survey revealed both positive and negative attitudes from dog owners towards dog-friendly dining. Positive sentiments included inclusivity, companionship and the joy owners felt interacting with their dogs. Dog owners also mentioned the convenience of being able to impromptu dine out with their dog and not feeling guilty for leaving them behind.
On the other hand, concerns were expressed about the quality of the dog treats on offer as well as health risks, such as kennel cough. Additionally, negative sentiments included potential behavioral, noise and hygiene concerns, including barking and toileting whilst dining in public. Dog owners also worried about space management, highlighting potential barriers to the widespread adoption of dog-friendly dining.
Conclusions
The study spotlights the growing interest in dog-friendly dining experiences amongst dog owners, which present a unique opportunity for the leisure industry. By adopting a balanced approach, the findings weigh up the desires of pet owners with the practical challenges that would need to be overcome for the introduction of widespread dog-friendly practices. The study also highlights the need for further research into the impact of dog-friendly dining on non-dog owners, and in different countries, such as Europe.
I’m Carla Jade Hart, PhD, an experienced research scientist and specialist in human-animal interaction. My mission is to disseminate the findings of high-quality research which illuminate the ways that pets contribute to our physical, cognitive, and psychological wellbeing.
