Keith and manager Lauren S. earned their Pet Food Nutrition Specialist certifications through Dogs Naturally. They pride themselves on helping pet parents choose the best foods for their dogs and cats.

The store carries a wide variety of healthy foods, chews, toys and other supplies.

The dog wash draws customers to the store with its private rooms and complementary beverages for the humans.

Pet parents find all of the supplies they will need inside and included in the price of the wash. Add-on options include licki mats with frozen peanut butter.

Pups might not love the bath, but they love what usually comes next.

Keith purchased a previously owned machine and created a doggy fro-yo recipe using Primal goat milk. Pet parents often treat their pups after a bath.

The store sells more than 1,250 fro-yo servings a month.

Shiba Inus Kylie and Kona, loved by Keith and husband Tim Andrews, star in the store’s logo that adorns fro-yo cups.

On the back of the cup, the #pawsonchiconfroyo message encourages pet parents to share pics of their dogs enjoying the treat. They can win free doggy fro-yo for a year!

Every new customer who signs up for the store’s loyalty program receives a handwritten thank you note from staff in the mail, with a token for a free fro-yo.

Another sight often seen on social media: the Paws on Chicon selfie station. Keith changes the setup quarterly.

As part of its anniversary celebrations, Paws on Chicon holds a Dog & Cat Drag Show.

Hagrid and owner Ashley Herron have taken part in the event, hosted each year by Ms. Vylett Ward.

The Paws on Chicon delivery vehicle, freshly wrapped. Read more about the store in its America’s Coolest feature.