Posted: Sat, 29 Jan 2011 10:37 AM - 9,410 Readers
By: Lisa Carter
photography by Larry Kolvoord
What started as a chick hatchery nearly 70 years ago is now a growing local pet store chain, with six locations, two of which opened last year.
Scott Click, owner of Tomlinson's Feed & Pets, prides himself on evolving with the Austin community since his father, Liniel Click, purchased the business from founder T.R. Tomlinson in 1971.
"As Austin grew, we grew with it," Click said. "We're a very different business now than we were 40 years ago."
Tomlinson's, which opened on 49½ Street in 1946, was a feed store until the Clicks took over the business. Today, Tomlinson's sells pet supplies, toys and premium food at stores in Austin, Lakeway, West Lake Hills and Cedar Park.
Click said Tomlinson's focuses on higher-quality all-natural pet foods to distinguish itself from the national chain stores that dominate the market and from grocery chains that stock standard brands.
"As the quality (of food) has increased from what it was 25 years ago, our customers are typically not as much interested in what the bag looks like. They want to see what's in the food," Click said. "Most of our foods have human-grade ingredients inside. It makes sense. As people's pets become more of their family and important to them, people become aware of the differences in food."
Tomlinson's premium foods include asparagus, carrots and turkey breast, among other ingredients — items that, Click said, are "good enough for a person to eat." Bags of brands such as Wellness, EVO and California Natural cost $45 or $50.
Customer serviceShoppers are willing to pay more for premium food, especially if the purchase includes a personal touch.
"Economywise, it's going to be more expensive because you're feeding (your pets) a higher quality food," said Lacy Browning, a customer at the Cedar Park location.
"Economically, I don't see any advantages. I do like when I walk in, (the employees) know me, they know my pets, and they special-order me food," she said.
Paula Moore, manager of Tomlinson's year-old Lakeway location, said catering to customers' individual needs is what separates the store from national rivals such as PetSmart and Petco, which operate huge stores and have services such as on-site veterinary offices and boarding.
"The definite difference is you come into Tomlinson's, and you're not just wandering down the aisles, trying to figure things out on your own," Moore said. "You have employees dedicated to the customer and knowledgeable about foods and how to make a difference in a pet's life."
In addition to selling premium pet products, Tomlinson's works with area animal shelters, including Blue Dog Rescue, Austin Siamese Rescue, the Humane Society of Williamson County and Central Texas SPCA to sponsor weekend adoption events.
For years, Scott Click said the stores also have offered monthly discount vaccination clinics. Customers can bring their dogs or cats, no appointment required, for regular vaccinations, microchipping and canine heartworm testing. The services are provided by licensed veterinarians.
Some national chains have reward cards that give holders discounts on selected items, but Tomlinson's has a Pet Club program in which members pay $5 a year to save 10 percent on all food purchases and receive periodic coupons — no card required.
Pet ClubClick said the Pet Club has more than 28,000 members.
The original store, on 49½ Street, still sells some livestock feed and birds. The Lakeway store stocks canine life jackets and other items for customers who like to take their dogs out for a day on Lake Travis.
Click declined to disclose Tomlinson's revenues. The company has 20 full-time and 18 part-time employees.
"I attribute a lot of (our accomplishments) to our employees, trying to keep the right mix of products that our community wants, trying to reach out with the rescue groups, trying to have that local feel," Click said.
"If you go into any of our stores, it has a little bit different — hopefully, more comfortable — feel than when you go into a big box chain."
Renae Click, who handles the company's marketing, said Tomlinson's Lakeway store, which opened in February, was a result of requests from customers.
"Lakeway was an area that was underserved for the brands that we carry, and we had requests for years from our customers to come out to that area," she said. "There was an opportunity there for us, so we went that direction."
But in the case of Circle C, it was the landlord of the Escarpment Village shopping center who asked Tomlinson's to add a store there.
"This time last year, I was working on (opening) my Lakeway store, and I said that was going to be it," Scott Click said.
"Suddenly, I had a landlord who approached us, and part of that is because of the market. He was particularly innovative and proposed some things to me that I just couldn't say no to."
Joe Christopher of Christopher Commercial Inc., said he thought "the Circle C area in general was in need of a pet store to service the area and people were asking about opening one. Austin's big on local providers and successful businesses, and Scott was the No. 1 guy for us in choosing a pet store."
This year, the Clicks plan to focus on improving the six stores' products and facilities rather than placing emphasis on expanding to other areas.
"We're going to concentrate mainly on making what we have better for the consumer rather than outward growth," Renae Click said.
"We're going to try to grow from within and see what we need to improve."
