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The Need for Feed

A Houston feed store has grown in size and scope from 64-square-foot beginnings.




Flying M Feed Co., Houston, TX

URL:; OWNERS: Trace (above), Lea, Mike and Max Menchaca; YEAR FOUNDED: 2012; OPENED FEATURED LOCATION: 2016; AREA: 4,000 square feet; EMPLOYEES: 1 full-time, 8 part-time; FACEBOOK:;

TRACE MENCHACA opened Flying M Feed Co. six years ago in a shed. It measured 64 square feet, just enough space for the products she sold and delivered to Future Farmers of America members.

The mother of an FFA student herself, Menchaca knew their need for feed would end when the animals went to auction at Houston Livestock Show and Rodeo.

“We would be losing all of our customers,” she says. “I had to come up with something to sustain us during the off-season.”

Menchaca turned to dog food. Victor, with headquarters about four hours north, was the only company willing to give her delivery-only business a chance.

“I saw that it was well rated and well respected, so I placed the minimum $1,200 order. It took six weeks to sell that.”

She did so by making another investment — back into the local FFA community.

“I took out a $25,000 loan so I could buy the animals my customers had raised. It showed I was a partner. I didn’t just sell feed. I also bought their animals.”

Thanks to that support of area young people, Menchaca now orders $3,000 in Victor food alone each week. She sells it, along with an eclectic selection of pet and other supplies, out of a 4,000-square-foot store.

An Eclectic Vision

Located on Farm-to-Market 529, Flying M greets customers with colorful scenes painted on its glass storefront. Summertime’s “Fun in the Sun” shows a cat and dog enjoying the beach.

Inside, concrete and tile floors span what was previously two retail spaces, now connected by a wide opening. The right side features a high exposed ceiling and pet products. The left has a lower ceiling that suits its cozy boutique area and coffee bar. Wooden display fixtures in the adjacent bird, small animal and gardening sections also add warmth.

An eclectic vision applies to product selection and merchandising. Menchaca stocks what she would give her own beloved pets and what she likes herself, while also staying competative.

“We pick things that aren’t typically going to be seen in a big-box store,” she says. “Our flea and tick is Wondercide. Leashes and collars are Up Country.”

Retail shelving holds merchandise, but mixed in are repurposed antiques and other items. Pet accessories hang from ladders, beds stack in a crib, and an open locker houses gay pride gear. In the boutique, a wooden cart and table hold a favorite line of Menchaca’s: Jon Hart bags (for people).

Hand-painted murals — including a trio of Audrey Hepburn-esque smoking cats — surprise customers throughout the store, as do vintage signs, local artwork and other special finds to discover on repeat visits. Rockabilly plays on the sound system, and burning candles scent the air.

“We appeal to every sense to make shopping an experience.”

Atypical Expansion

Menchaca moved Flying M to its current location — after 500 and 1,000 square feet elsewhere — in 2016. Because the lease doesn’t allow for grooming or daycare, she applies her eclectic vision to expand in atypical ways.

At the back of the store, a door labeled “Craft Collective” leads to the loading dock area. Customers gather there on designated Saturdays to make dream catchers and sip mimosas, among other projects and adult beverages.

Menchaca also has planted a hydroponic, aeroponic container farm in the space. She grows organic fruits and veggies for both pets and their people.

“We want to provide fresh produce to our raw feeders,” she says. “We harvest every six to eight weeks with a big champagne harvest party — we look for any excuse to pop a cork — and box up ‘shares,’ just like a traditional produce co-op.”

Fearless on Facebook

All of the above has helped Flying M build a loyal customer base, but Menchaca herself serves as one of its biggest draws. She regularly uses Facebook Live to connect with a potential 4,000-plus friends and fans.

“We can reach people with three things: info about our store, info about topics of interest, and a positive, fun and uplifting message,” Menchaca says of the video tool. “It also creates excitement within the store.”

That buzz comes from her animated delivery, complete with plenty of sass and occasional singing. She broadcasts from behind the register, interrupting herself to welcome those tuning in and to lovingly tease staff off screen; a recent video included #prayfornathan as commentary on her managing buyer’s cranky mood.

Menchaca also uses Facebook Live to unpack BarkBags and MeowBags, shopping bags filled with products at a set price but with a value that far exceeds it. Those who share and use provided hashtags can win cool prizes. The bags also bring customers into the store for pickup, where they often make additional purchases.


Five Cool Things About Flying M Feed Co.

1. MULTI-GENERATIONAL STAFF: On certain days, Menchaca works alongside her 20-year-old daughter, Lea, and her 78-year-old mother, Mimi. “Full-time adult” Kevin Barnett serves as operations manager, with help from a part-time staff she refers to as “the boys,” aka high school students.
2. TREAT BARS: Not only does Flying M have a Wet Noses treat bar for dogs, it has one for small animals. Stocked with Tiny Friends Farm treats, each bin features a different card from Gerbil Meets Mouse Publishing, known for its photos of small animals in human settings, such as eating sushi or playing in a sandbox.
3. M UNIVERSITY: Staff take part in a formal training program that meets weekly and mirrors the school semesters. Menchaca and senior staff teach from a syllabus that covers everything from founding principles to store operations to product information. The result: “That 16-year-old boy can answer any question about any pet food in the store.”
4. STORE PETS: Rescue dog Kemah and rescue cats Crog and George live at the store. The kitties can be found lounging in the register area.
5. GIVING BACK: Flying M has donated more than $100,000 to various charities over the past three years. This includes the buying of customer animals and art at auction, as well as support of animal rescues, including Rock-a-Bully and Friends.

Online Extra: Q&A with Trace Menchaca

One book

Living Juicy by SARK

One website

One gadget


One plane ticket

NYC, first class

Most significant mentor and why

Recently has become Candace D’Agnolo of Pet Boss Nation (and a PETS+ columnist!). She is a pet business genius.

Favorite business book

Greatest Salesman in the World, Og Mandino

Favorite book

Godel, Escher, Bach: An Eternal Golden Braid

Best advice ever given

Take the day off!

Advice for a new store owner

Acquire and save as much capital as possible and do extensive market research.

I drive a Gucci Fiat. If I could choose any car…

It would be a Tesla.

What superpower would you like to have?

Mind reading

What question do you wish customers would not ask you?

“Do you want this cat/dog I found?”

What’s the best customer service you’ve ever experienced?

The Container Store

What’s the toughest thing you’ve ever had to do professionally?

Fire a teenage employee after he was caught on video stealing from the register.

If your store were on fire, what’s the one thing you’d save?

Just the animals. Then my father-in-law’s Texas Farm Bureau sign.

If money were no object…

I’d break the lease and build my own freestanding building … or move downtown to the east end.

When I meet people, the first thing I notice about them is…

Their demeanor.

Favorite film:

Blame It on Rio

Best vacation ever

Zihuatanejo, Mexico

Favorite job at work that doesn’t involve customers


If I weren’t a pet business owner…

I’d be teaching piano lessons.

Current career goal

To franchise

Current life goal

To convince my husband to retire

My hero is …

Jamie Leo, artist, activist, author

I am most frustrated when …

there is chaos

I am happiest when …

I can relax with a cooler of beer and an NYT crossword puzzle book

Weekend activity

Astros games

The thing I worry about that I know I shouldn’t

Competitors, money

Pamela Mitchell is the senior editor at PETS+. She works from her home office in Houston, TX, with Spot the senior Boston Terrier as her assistant.



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America's Coolest

Splitting the Ps: How One Couple Shares the Load to Create a Cool Store

How Deborah and Mark Vitt use their corporate experiences to rock their micro economy.




Mutts and Co., Dublin, OH

OWNERS: Mark and Deborah Vitt; ; FOUNDED: 2007; OPENED FEATURE STORE: 2007; EMPLOYEES: 6 full-time, 7 part-time ; AREA: 5,000 square feet; FACEBOOK:; INSTAGRAM:

Mark and Deborah Vitt have hit upon the magic sauce of management by splitting duties based on their skills and interests.

DEBORAH AND MARK VITT OPENED Mutts & Co. in Dublin, OH, as an 1,800-square-foot-store, half services, half retail. Right away, they realized the footprint was off.

“We were cramped in there with just enough room for a few products, some cookies and a few treats,” says Mark. “It was like going to the dentist’s office, where you can buy a couple of toothbrushes.”

They didn’t want to be like the dentist’s office, so they took over the space next door, expanded to nearly 5,000 square feet and doubled the grooming area. Many remodels later, they’ve got a ratio that works. “There are only so many dogs you can groom or bathe in a day,” Mark says, “but every dog has to eat.”

The Science of Shopping

The Vitts brought complementary marketing and retail skills to their first pet store, and as a team they’ve learned how to draw in traffic, stock the right products and staff a good team — all by splitting up the Ps. Deborah fields purchasing, product assortment, procurement and pricing, and Mark handles personnel, new store placement and promotion.


Deborah’s executive training and keen insight about what makes people buy is what sets this store apart. “She’s parlayed that into owning a business that takes advantage of her retail knowledge and keen sense of merchandising,” Mark says. The store’s floor plan keeps customers crossing paths with bones, treats and toys on the trek for the items they came in for. It’s not a forced journey, but a thoughtful layout.

“We’re trying to make it so people see the full breadth of the products that are available,” he says. “It gives us an opportunity to talk about them, cross-sell and up-sell. ”

A Design to Match the Mission

Head to tail, this store has an old barn feel. Antique barn wood covers the walls and cash wraps, and wooden bins hold the bulk items. Chalkboard headers, held in handmade wooden frames, identify each product section. Out front, original artwork promotes the day’s sales.

“It’s become something of a badge of honor to be one of our elite chalkboard graphic artists,” Mark says. All these human touches give the store a natural appearance, which aligns with natural products and a homemade line of specialty items by

The Pet Foundry: candles and clothing that support the area’s foster and adoption community.


This store is known as the go-to place for natural pet nutrition, and they take their product selection seriously. Mutts & Co. recently stepped away from a few larger pet food brands that went into big-box stores, mostly through mergers and acquisitions.

“We knew the quality of the product was going to degrade so we went out and found alternatives, knowing that we’ll have to convince customers to trust this lesser-known brand,” he says. “When you can start to find it in Kroger or Target or other big-box stores — not even pet retail stores — that’s not special anymore.”

Standout Staff

The Vitts ask a lot of commitment from their staff, a mix of full- and part-time workers. They train almost exclusively in-store, and in addition to manufacturer training, they do bimonthly training sessions to focus on particular products, general industry trends, categories, and best practices when talking about nutrition.

That’s why they focus on getting the right people, getting them the right training and offering the right products to address all of these potential concerns.

“People come to us because they know we’re there for their pets’ well-being and not just the sale,” Mark says. “We have to give folks a reason to come to us and that’s why we focus on health and wellness for the pets, and that starts with having good products and good people.”


Ultimately, you’re talking to a pet parent whose dog or cat is part of their family and you’re making a health recommendation for the wellbeing of one of their family members, he says. “We take that very seriously.”

Their staff members are prepared to point customers in the right direction on whatever health concerns come in. “That can be the toughest but most rewarding part, customers who come back and say, ‘My dog had a terrible condition and your recommendations have really helped turn it around.’ But that takes a lot of time and training.”



Five Cool Things About Mutts and Co.

1. Adopt Don’t Shop: Mutts & Co. just sponsored its fourth adoption event called Fetch A Friend, where hundreds of animals are befriended at the Columbus Fairgrounds Expo Center in a one-day adoption extravaganza. Deborah Vitt coordinates the event through a local advocacy group.

2. Efficient Grooming: Baths and trims are modeled after hair salons for people, with a centralized booker who keeps the door rotating. Dogs are in and out quickly, no kennels necessary. “We felt it would be a better approach to reduce the stress if we keep them there for the minimum amount of time,” Mark Vitt says.

3. It’s Always Social Hour: Instead of hiring a trainer in-house, they bring in professional trainers for in-store pet training, and invite cats and dogs to come into the store to hang out.

4. Cats and Dogs Exclusively: Two years ago, they eliminated fish, small animal and birds because the market just wasn’t there. “There’s just a smaller pool of customers, and it was harder for us to stay on top of those trends when it was such a small portion of our business,” Mark says. “We felt like it was almost doing a disservice by letting small animals just kind of exist, so we cut it out.”

5. Generous Delivery Options: Customers can order curbside pickup or home delivery. “Online sales are going to be the most critical part of business going forward, because it is becoming just a staple in the pet shoppers’ mentality,” Mark says. “We knew we had to have it, so we created that channel for customers to shop with us in that convenient way.”

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America's Coolest

America’s Coolest Pet Stores 2019 Winners Announced!



We’re reporting live from PETS+ HQ to bring you results from the 2019 America’s Coolest Stores Contest. It was a tight race this year, with some of the most impressive campaigns we’ve seen yet. We wish every business could win!

To narrow the field to first, second and third place, plus nine honorable mentions, a team of editorial staff and independent pet industry judges evaluated the entries, which included mini-essays on a variety of topics, photography and media.

The top three winners impressed judges with their ability to transform a traditional pet business model into something truly special in their communities.

Let’s get to it!

First place — Bar K in Kansas City, MO. Dogs and humans alike love going to this activity-packed dog park and restaurant that spans 2 acres on the Missouri River’s south bank.

Second place — Wag Central in Stratford, CT. This doggie day care and boarding facility also invites pet parents to join in on the fun, with an indoor dog park, training classes and cafe.

Third place — Barker’s Lane in Davie, FL. Not only do dogs get the spa experience at this upscale grooming salon, every square foot of space serves as a stylish backdrop for Insta-worthy pet portraits.

We hope their stories — as well as the nine Honorable Mentions appearing in upcoming issues — will inspire you to break with tradition yourself. What better way to compete with big-box stores and the internet than to offer what they can’t in new and exciting ways. Bonus: If you do, we just might be reporting about you on these pages next year!

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America's Coolest

A Salon So Upscale, It Attracts People Without Dogs




3RD Place: BARKER’S LANE | Davie, Fl

Strike a Pose


A salon so upscale, it attracts people without dogs.

OWNER: Juliana Reese | WEBSITE: | OPENED FEATURED LOCATION : 2007 | AREA: 1,173 square feet | EMPLOYEES: 2 | FACEBOOK: barkerslane | INSTAGRAM: barkerslane

IT’S THE ULTIMATE before and after story. In 2006, Julianna Reese was reconsidering her career path as a special education teacher. She looked to her rescue dog, Zeta, for guidance and inspiration.

“I thought, ‘I would love to be with her all day, every day. That would be so cool,’“ Reese recalls.

She began searching for pet businesses for sale in South Florida and found a grooming salon in Davie.

“I went and looked at it. The location was bad. It was dirty, just gross. Also, I knew nothing about grooming or running a salon.”

She saw the potential, though, within those walls and herself.

“Everything in my gut told me to go for it.”

Reese bought the business in 2007 and has since transformed it into the glamorous and profitable pet spa Barker’s Lane.

Pups awaiting pickup can relax in a private suite at Barker’s Lane. They also are available for overnight boarding for existing grooming clients.

Changes, Slowly Then Quickly

After taking over, Reese immersed herself in all aspects of the salon.

“The first two years, I had a perpetual headache from all of the learning,” she says.

Reese trained with her staff and enrolled in online courses. As her knowledge and confidence grew, she began making changes.

“Grooming was matter of fact when I got here. Dogs got a bath, blow-dry, haircut, their nails clipped, anal glands expressed and ears cleaned.” The former owner “used chicken coops as cages.”

Now clients can choose from an extensive menu of services for their pets. Blueberry facials and hand-drying come standard with every level of groom. Among the many add-ons are exfoliating mud baths, pawdicures, and hair coloring and feathering. She also offers hot towel treatments for senior dogs.

“We take the towel and put it over areas where they have arthritis.”

Classical music and aromatherapy fill the air at Barker’s Lane, helping to lessen any stress pets might feel. Zephyrhills spring water fills the bowls. Depending on their size and temperament, dogs can relax in a kennel or private suite while they await their appointment or pickup. Some even chill on one of the vintage settees that contribute to the salon’s glamorous decor.

“Every time I saved a little money, I would put it into the business. I would paint a wall or add a piece of furniture. Eventually I was able to make it completely my own.”

That happened with a remodel in 2016. The result: a setting that could easily be mistaken for an upscale home, one worthy of a feature in an interior design magazine.

“This is my place,” Reese explains. “I come here every day, and I want to be surrounded by beauty.” She adds, “The pet industry has changed. People see their dogs as children now and like to take them to places where they are comfortable and surrounded by pretty things.”


Contributing to the aesthetic are features not commonly seen in a pet business. In the bathing area, marble tile surrounds two sleek white tubs, with an elegant chandelier hanging in between. Leopard-print wallpaper covers the grooming room walls, and gilded vanities provide storage. Porcelain tile floors that resemble wooden planks run throughout the salon. Orchid plants and small decor items complete the look.

In the lobby, faux boxwood frames a large bookcase that holds dog books, figurines and home accessories. Business licenses and other information display as if they are treasured mementos. A teal vintage settee sits in front, atop a patterned area rug.

The fireplace with a menu of services framed above anchors another wall, with an adjacent gallery wall looking straight out of Pinterest. Fresh flowers add additional pops of color, as do the rich pink shelves that hold a small selection of grooming products and treats.

Building the Brand

The interior design serves an additional purpose for Reese.

“Every wall is set up for pet photos that can be used for advertising and social media, and also sent as personal photos to clients,” she says.

A closer look at the mirror above the lobby’s pink settee reveals #strikeapose and the Barker Lane Facebook and Instagram handles.

“People are obsessed. We even have some who come in without a dog to take pictures.”

Reese also holds special client events such as wine tastings and tours, plus casting auditions for their dogs with a local talent agency.


“It really makes for a fun, interactive and trust-invoking relationship. The ability to make both pet and pet parent comfortable opens up so many doors to solid friendships, referrals, true loyalty and overall good vibes.”

She looks back on the past 12 years, the previous two in particular, with pride.

“The remodel was the best thing I have ever done. Our business has skyrocketed. We currently have an estimated 320 percentage growth for 2019.

“I never stopped believing in this journey of mine. My journey became a passion, it became an experience of personal growth, and a true commitment.”

And an amazing pet business.

Judges’ Comments

Beth Miller: The exterior aligns with their merchandising style and gives a sneak peek to passersby.

Jane Harrell: Their use of classy, feminine decor, combined with a glam/Hollywood aesthetic makes them instantly recognizable and alluring without having to stick their logo on everything.

Beke Lubeach: I love the consistency of high-end design with high-end services.

Leel Michelle: I love the clean and glamorous look of this store! There are so many individual, creative, unique and beautiful touches!

Kristen Levine: Spectacular design inside and out. Branding is fantastic and their passion for dogs shows in the environment they’ve created to care for them.



5 Cool Things About Barker’s Lane

1 STOREFRONT APPEAL. The location — inside a shopping center, not visible from the road — leaves a lot to be desired. Reese more than makes up for it with window decals. Brown “curtains” with pink trim frame the salon logo and view into her lobby. Furniture for people and pets, plus a cocktail cart, move into the breezeway for special events.

2 SUPER WOMAN. Two years ago, Reese decided to be the sole groomer at Barker’s Lane. Her staff consists of two assistants who bathe, dry and otherwise handle dogs, but she does the 10 to 15 cuts scheduled per day.

3 TEXT ME. Reese moved from a landline to a salon cell phone. Clients message her appointment requests, photos of desired cuts and cute notes about their pets. “It works so much better. I can keep it as a log and go back at the end of the day to fill in my book, and it creates a family-type atmosphere.”

4 WAIT, WHAT? On the menu of services is a “Doggy Brazilian.” You guessed it, the private parts get trimmed.

5 VERY IMPORTANT PUPS. Only grooming clients can board overnight in one of the glamorous private suites at Barker’s Lane. “This allows us to keep it fun and exclusive to our clients,” Reese says. “It’s more of a V.I.P. feel.”

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