Doggie Sweets Delivers Meaningful Moments and High-Quality Products

Doggie Sweets, Long Branch, NJ

OWNER: Patty Dill; FOUNDED: 2020; locations: 1; area: 1,800 square feet; employees: 2 full-time and 4 part-time; website: doggiesweets.com; FACEBOOK, INSTAGRAM & TIKTOK: doggiesweets; TOP BRANDS: All Star Dogs, Barkista Coffee for Dogs, Boss Dog Brand, Canada Pooch, Chip’s Naturals, Earth Animal, Etta Says, fabdog, Fromm Family Pet Food, Himalayan Pet Supply, Haute Diggity Dog, Huxley & Kent, K9 Granola Factory, Lord Jameson, Maxbone, MyFamily, Pet Releaf, Poochie Butter, Puppy Cake, Saint Rocco’s Treats, Stella & Chewy’s, Susan Lanci Designs, Tuesday’s Natural Dog Company, Vital Essentials, West Paw, Yappy Hour

AFTER 15 YEARS AS a pet sitter, in 2020 Patty Dill pivoted her passion for pups into Doggie Sweets Waggin’ Food Truck. The business brought gourmet dog treats to festivals, farmers markets and street fairs in New Jersey, and also offered online ordering. She expanded in 2022 by opening Doggie Sweets pet cafe in Long Branch, NJ.

Today, this singular space has become a hub where pets and their people enjoy tasty limited-ingredient treats, attend exciting events and create lasting memories. Dill says, “One of the things that sets Doggie Sweets apart is that we’ve intentionally created a destination for dogs, where they are not just welcome — they are the stars of the show.”

SWEET DISPLAY. Valentines have plenty to choose from at Doggie Sweets.

The Sweet Spot

Dill chose the business’s location in Pier Village for its strong community vibe and beachside charm. The playful Doggie Sweets logo and pink-gray-black palette set a happy, modern and clean aesthetic for the 1,800-square-foot cafe. Slatwall and tiered shelving keep products organized and easy to browse, plus help them stand out while making the space feel more open. Two tables and a couch inside provide seating, as do two tables on the front patio.

“One of the cafe’s most unique features is The Doggie Sweets Bar,” Dill says, “which playfully offers alcohol-themed pet toys, dog cigars, Doggijuana and our own line of Doggie Sweets ‘alcoholic’ beverages,” among them pumpkin-infused Barkday Beer.

Cookies and cakes display in a bakery case, along with a menu of other pup-friendly items such as soft-serve ice cream, lattes, Muttinis and Muttchas. Doggie Sweets orders baked treats from three bakeries, plus private labels additional products.

The cafe also carries tasty and long-lasting chews. “The Chew Bar is one of our most popular features, with a wide range of chew options for all types of dogs,” Dill says. “We stock everything from our Doggie Sweets-branded favorites — beef cheek rolls, collagen sticks and braided bully sticks — to more unique finds such as frog legs, hairy cow ears and ostrich discs.” She personally curates all of the inventory to ensure a high-quality, exciting and balanced mix.

Adding to the charm is the Jewelry Case, which showcases adorable yet functional accessories for pets, including dog sunglasses, hair accessories, nail polish, and upscale collars and harnesses from brands such as Susan Lanci Designs.

They all contribute to the brand’s overall retail revenue, with the chew bar leading at 22%, packaged treats at 21%, bakery treats at 16%, toys at 15% and dog food at a little less than 8%.

“The Chew Bar is our biggest source of revenue because it is often added on with a purchase of other categories,” Dill says, adding “We are always trying to increase dog food sales as that creates regular customers.” To this end, the store only carries high-quality food brands, with good margins a must.

SWEET GREETERS. Patty Dill and Jersey welcome pet parents to their cafe and boutique.

Family Time

The Doggie Sweets crew brings together diverse skills to make the pet cafe a success. For Dill, working with family is a winning strategy. “It’s a fun way to stay connected, and having their support makes the business feel even more special,” she says. “I choose to work with family because they’re the ones I trust the most!”

Dill and Cafe Manager/son-in-law Esteban Mendoza work full time, while the rest are part time. Dill leads the team and takes advantage of the hour-long commute each way to think of ways to elevate the business. Her husband, Jeff, ensures smooth operations, handling finances as a CPA plus behind-the-scenes administration.

Brother-in-law and Associate Cafe Manager Dave Dill brings more than 40 years of pet industry experience, having previously owned his own pet store. Dill’s oldest daughter, 28-year-old Samantha, manages the Waggin’ Food Truck, while 26-year-old Alexandra serves as both event and sustainability coordinator.

Cassandra, the youngest daughter at age 25, handles all social media, keeping the brand fresh, engaging and connected with its community. And there’s Dill’s 3-year-old Golden Retriever, Jersey. “My cafe builder gave him to me when he was just 12 weeks old,” Dill says. “He’s the boss at the cafe and the official treat taster, making sure everything meets his high standards!”

SWEET SPACE. Patty Dill has created a warm and inviting atmosphere.

Event Full

Events have turned out to be a main part of Doggie Sweets’ success. Dill says, “It’s nice for customers to create simple, happy moments — not just buy more stuff.”

In the store, pets and their people can strike a pose in front of the faux-grass wall or capture memories with the 360-degree photo machine. Each month, there are fun and enriching experiences, from Yappy Hours to unique events such as Sip & Script, a pup-friendly calligraphy class for humans. Additional tables and chairs are brought in for these occasions.

“We also host events that benefit not only dogs but the entire community,” Dill says, “whether it’s collaborating with local animal shelters, offering adoption events or partnering with businesses in Long Branch.”

Birthdays have become a big part of the business, as well. “Not just for revenue,” Dill explains, “but for creating joyful memories and helping us grow through word-of-mouth in our community.”

Although dogs come in daily to celebrate birthdays, the cafe books about one birthday party package a week at the store and about one a week for the Waggin.

The Doggie Sweets Pawty package has different add-ons to customize each celebration. Dill says of the in-store offerings, “Our basic package is $200 and includes table and chair setup, a custom dog birthday cake, a pawty coordinator to help with photos on our 360 camera, and backdrop, plus $50 in Doggie Dollars for the birthday pup or guests to spend in store.” It welcomes up to 10 guests and their dogs for one hour during regular business hours.

The $600 premium package welcomes up to 15 guests and their dogs and includes private store access, custom invitations and $100 worth of Doggie Dollars. Most packages booked are the basic package, contributing around $1,500 total a month.

There are also signature events such as holiday-themed photos (Pennywise, Michael Myers, Santa Claus, Grinch …), the annual Valentine’s Dinner (see 5 Cool Things below), Dog Egg Hunt on a nearby beach (412 registrants in 2025) and Pet Carnival (250 registrants in 2024, 500-plus expected in 2025), which draw attendance from pet lovers near and far.

Dill and her team are also committed to educating their customers. “Every month, we host an Ask the Expert session, where pet professionals share valuable insights on topics like nutrition, training and pet wellness, ensuring our community stays informed and empowered.”

SWEET PUP. Gucci enjoys a treat during a visit to the cafe.

Getting Sweeter

Since opening the cafe, there’s been a steady growth in revenue and brand recognition, which doesn’t stop Dill from always working on the next big thing.

“When I created Doggie Sweets, I didn’t want a dog boutique, I wanted something more,” Dill says, “and it’s going in the right direction.” Her two-year goal is to expand the brand’s product line and to host even more events. In five years, she wants to open more locations, explore franchising, and have signature products in other stores and breweries.

Dill says, “Doggie Sweets has given me a chance to build something meaningful with my family, connect with an incredible community and create joyful experiences every day.”

SWEET TECH. Pets and their people get the star treatment with the 360-degree camera.

Five Cool Things About Doggie Sweets

1. VALENTINE’S DAY DINNER: Introduced in 2025, the event’s menu offerings included Doggie Sweets Champaws and Meatballs for dogs. “We partnered with a local pizza place and a lobster roll restaurant to provide delicious dinner options for pet parents, too,” Dill says. The cafe provided five tables every hour for about 15 tables total each night, by appointment only. They sold out quickly for the two weeks the event was hosted. The dinner drew pet lovers from all over, generated social media buzz, boosted in-store traffic, and strengthened relationships with local businesses. It will now be an annual tradition.

2. SUSTAINABILITY FOCUS: Alexandra leads the charge with her Ph.D. in Sustainable Energy, with Dill pointing out, “We carry Pet Sustainability Accredited brands like Earth Animal, West Paw and Tuesday’s, and even recycle product tags into our Chew Bar displays. Plus, our fill-your-own treat section encourages reusable jars. Being green not only aligns with our values but also attracts customers looking to support businesses that make a difference.” Doggie Sweets also is the only pet store on the NJ Sustainable Business Registry and is a certified Green Business in Long Branch, NJ.

3. DOG BEER: Made by Yappy Hour, the “beer” has become one of the cafe’s most unique and talked-about offerings. “We have multiple flavors, including fun options like coconut water and even dental water,” Dill says. “It’s completely safe for dogs and makes a great treat during our events or as a take-home gift.” Breweries across New Jersey carry the Doggie Sweets beer.

4. DOG OF THE MONTH CONTEST: A social media favorite, it features two dogs who have visited the cafe (every customer is encouraged to tag Doggie Sweets) and entered the contest on the brand’s Instagram. Followers vote for their favorite, and the dog with the most likes wins the Dog of the Month title along with a prize. This year, the event was taken to the state level when they partnered with New Jersey City Lifestyle magazine’s Doggie of the Year contest.

5. WAGGIN’ FOOD TRUCK: The Waggin’ continues to attend festivals and street fairs across New Jersey with its bright pink design making it instantly recognizable. Roughly 20-feet long, its slide-open door hosts the built-in counter. This marketing tool on wheels introduces new customers to the Doggie Sweets brand, inspires them to visit the pet cafe and contributes about 10% to overall revenue. The Waggin’ rolls out once a month in the down season (January-March) and every Saturday and some Sundays the rest of the year.

PHOTO GALLERY (13 IMAGES)