In this FDD Talk post, you’ll learn the following:

• Section I – Background information on the Central Bark franchise opportunity, including relevant news updates

• Section II – Estimated initial investment for a Central Bark franchise, based on Item 7 of the company’s 2019 FDD

• Section III – Initial franchise fee, royalty fee, marketing fee, and other fees for a Central Bark franchise, based on Items 5 and 6 of the company’s 2019 FDD

• Section IV – Number of franchised and company-owned Central Bark outlets at the start of the year and the end of the year for 2016, 2017, and 2018, based on Item 20 of the company’s 2019 FDD

• Section V – Presentation and analysis of Central Bark’s financial performance representations, based on Item 19 of the company’s 2019 FDD, including information on the:

• 2018 average, median, high, and low gross sales for the 24 franchised and all 25 Central Bark facilities that were open the entire 2018 calendar year (separately stated)

• 2018 high and low size of facilities (in square feet), dog care capacity, and fee charged per day care visit for the 25 Central Bark facilities that were open the entire 2018 calendar year

• 2018 average annualized utilized capacity of day care visits for the 24 franchised and all 25 Central Bark facilities that were open the entire 2018 calendar year (separately stated)

• 2018 system-wide revenue breakdown (day care, sleepovers, grooming, retail, and others) for the 24 franchised and all 25 Central Bark facilities that were open the entire 2018 calendar year (separately stated)

• 2018 average rent and payroll expense for the 24 franchised and all 25 Central Bark facilities that were open the entire 2018 calendar year (separately stated)

• increase in annual gross sales (2018 as compared to 2017) for the 23 franchised Central Bark facilities that had been in operation for a full 24 months

Section I – Background Information

14 Things You Need to Know About the Central Bark Franchise

Announces Rebranding Effort

1.  In March 2019, Central Bark announced that it would be undergoing a rebrand. Central Bark said that over the years it has listened to customer feedback and would be implementing several changes, including a simplified name and a new look, logo, and approach to doggy day care.

2.  Central Bark Doggy Day Care is now just Central Bark. This simplified name authentically identifies who and what the brand stands for – a dog’s favorite place to have fun and socialize in a safe environment. Central Bark is also rolling out a modern new logo that clearly communicates the brand’s updated name and positions the company for the future.

3.  Central Bark is taking day care to a whole new level with its unique “Whole Dog Care” approach, which integrates a full range of fun services specially balanced to nurture dogs’ whole health – their physical, mental, and emotional well-being. These services and products adapt with a client’s dog as they grow and develop, helping nurture and support them throughout their whole lifetime.

4.  The heart of Central Bark’s “Whole Dog Care” approach is its Enrichment Day Care, which uses the latest science-based activities and techniques to personalize a dog’s daily experience. Based on the brand’s years of experience and the latest canine behavior knowledge, Enrichment Day Care is a revolution in doggy day care. It offers a balanced blend of learning, individual attention, play time and socialization, and rest to nurture any dog’s body and mind for every stage of their lives – from puppy to senior. Enrichment enhances a dog’s quality of life, helping them be a healthy, happy, and well-rounded member of the family.

5.  According to a statement from co-founders Jackie Jordan and Chris Gaba, “All of us at Central Bark are beyond excited about these changes and what they will mean for you and your dog. This represents a revolutionary change in doggy day care, with Central Bark leading the pack! Rest assured you can continue to trust and depend on the quality and value of our services as you always have. Change is inevitable, and we remain committed, passionate and purposeful in our approach as we navigate our future. Thank you for trusting us with your furry family member! We’re humbled by your trust and we appreciate the opportunity to be a home away from home for your dog. Because we know that your dog isn’t just like family, they are family!”

Retired Marine Opens First Location in Jacksonville, Florida Area

6.  In August 2019, retired marine Mark McKenzie opened the first Central Bark in Jacksonville, Florida. McKenzie’s story was featured on the Jacksonville Daily Record website. McKenzie said that he had been looking for a change of pace after suffering from a heart attack in 2017. He decided to retire from his stressful job as a regional vice president for a recruitment company with a travel schedule.

7.  McKenzie spent some time thinking about what he wanted to do and realized that he was spending up to $700 a month to keep his two dogs engaged – a miniature Australian shepherd and “a little brown mutt” rescue. After talking to his youngest daughter, who had just rescued a dog, McKenzie learned that a doggy day care had eased the anxious energy of his daughter’s dog.

8.  McKenzie said he researched franchises, including food, retail operations, and gyms, in addition to dog care. “The choice was easy,” he said. “I have a love for dogs. So if you have a passion and love for what you are doing, you will be better at it.”

9.  After research, McKenzie settled on a franchise of Central Bark, which was slated to open on June 17 at 5614 San Jose Blvd. in the Lakewood Promenade retail center. The 6,900-square-foot space that formerly housed a pediatric office and a Goodwill store was being converted at a construction cost of almost $369,000 by Hoffman Commercial Construction, LLC.

10.  McKenzie, now 53, said he was investing more than $500,000 – his “entire life savings” – into the venture. McKenzie added, “I like Central Bark because it’s about the dogs first. We’re going to teach your dog to be a good citizen.”

11. He expects five employees to start with – one for every 10-12 dogs – and 12-15 staff at capacity. Employees take 16 hours of online training before starting and there are 16 cameras throughout the building for safety monitoring. “The rule is no two dogs are ever left unattended,” McKenzie said.

Company History

12.  Central Bark (formerly Central Bark Doggy Day Care) was founded in 2003 by Jackie Jordan and Chris Gaba in Florida. Jordan and Gaba formed Central Bark after merging their own companies Doggy Day Care, Inc. (owned by Jordan) and Central Bark Dog Day Care and Training Center, Inc. (owned by Gaba). Jordan had originally started Doggy Dare Care in 1997 while Gaba founded Central Bark Dog Day Care in 1999.

13.  Both Jordan and Gaba held corporate jobs, but always had an affinity/love for dogs, before starting their own businesses. A year after starting Central Bark, Jordan and Gaba started franchising the concept and there are now locations around the United States.

Entrepreneur’s Franchise 500

14.  Central Bark did not rank on Entrepreneur’s 2020 Franchise 500 list.

Section II – Estimated Costs

• Please click here for detailed estimates of Central Bark franchise costs, based on Item 7 of the company’s 2019 FDD.

Section III – Initial Franchise Fee, Royalty Fee, Marketing Fee, and Other Fees

• Please click here for detailed information on Central Bark’s initial franchise fee, royalty fee, marketing fee, and other fees, based on Items 5 and 6 of the company’s 2019 FDD.

Section IV – Number of Franchised and Company-Owned Outlets

Franchised

2016

• Outlets at the Start of the Year:  23
• Outlets at the End of the Year:  23
• Net Change:  0

2017

• Outlets at the Start of the Year:  23
• Outlets at the End of the Year:  24
• Net Change:  +1

2018

• Outlets at the Start of the Year:  24
• Outlets at the End of the Year:  24
• Net Change:  0

Company-Owned

2016

• Outlets at the Start of the Year:  1
• Outlets at the End of the Year:  1
• Net Change:  0

2017

• Outlets at the Start of the Year:  1
• Outlets at the End of the Year:  1
• Net Change:  0

2018

• Outlets at the Start of the Year:  1
• Outlets at the End of the Year:  1
• Net Change:  0

Section V – Financial Performance Representations (Item 19, 2019 FDD) and Analysis

• The following data includes all 25 Central Bark facilities that were open the entire 2018 calendar year (the “2018 Facilities”), which consists of 24 franchised Central Bark facilities (the “2018 Franchised Facilities”) and 1 affiliate-owned Central Bark facility (which has similar operations to the 2018 Franchised Facilities).

Part 1 – Gross Sales During 2018

A.  All 2018 Facilities