Better Food. Better Guidance. Healthier Pets.
A family owned, community rooted pet shop helping dogs and cats live healthier, happier lives through better nutrition, better products, and better education.
Since 2016
Welcome to What’s In The Bowl Pet Shop
What’s In The Bowl Pet Shop is a 100% family owned and operated business firmly rooted in our community. Since 2016, we have helped pet parents make better decisions about food, treats, supplements, and wellness products for their dogs and cats.
Our mission is simple. We help pet parents understand what is really in the bowl. That means we do more than sell pet products. We educate. We ask questions. We listen. We help you choose products based on your pet’s needs, not just the loudest advertisement or the prettiest bag on the shelf.
Whether your pet is thriving, struggling with food sensitivities, dealing with digestive issues, transitioning to a new diet, or simply needs better daily nutrition, our team is here to help.
Holistic nutrition & wellness
Every Dog & Cat Is Different
Age, breed, activity level, health history, weight, sensitivities, allergies, digestion, and lifestyle all matter when choosing the right food and wellness products. That is why we offer personalized nutritional consultations and expert guidance for pet parents who want to make informed decisions.
We can help you understand raw, gently cooked, freeze dried, air dried, canned, and hybrid feeding options, along with food sensitivities, ingredient concerns, digestive health, stool quality, skin and coat support, allergy support, supplements, functional wellness products, healthy treat choices, safe chews, enrichment options, and transitioning your pet to a better diet.
You do not need to figure it out alone.
Carefully selected products you can trust
Brand Selection Matters
We do not believe every product deserves a place on our shelves. Every brand we carry is carefully researched, reviewed, and evaluated before it earns that space. We look beyond marketing claims and flashy packaging. We consider ingredients, sourcing, company values, formulation, manufacturing standards, and whether the product meets our expectations for pet nutrition and wellness.
What is not on our shelves matters just as much as what is on our shelves. Some brands spend millions of dollars every month on advertising. That does not always mean the product inside the bag, can, box, or freezer is the best choice for your dog or cat.
What you spend to nourish your pet should go toward quality ingredients, thoughtful formulation, responsible sourcing, and products we can stand behind.
The people behind the shop
Amy & Sean Jones
Amy & Sean Jones
Amy and Sean Jones started What’s In The Bowl Pet Shop in 2016 with a clear purpose: to help pet parents make better, more informed nutrition decisions for their dogs and cats. While operating stores in New Berlin and Brookfield, Sean and Amy are known nationally and internationally for their knowledge of pet nutrition, premium pet food, and freeze drying manufacturing.
They also manufacture their own premium pet food and treats in Wales, Wisconsin, giving them a unique perspective on ingredients, sourcing, production, quality, and what it actually takes to make better products for pets. This is not theory for us. This is what we do every day.
Joell Salfer
Owner, What’s In The Bowl Pet Shop Delafield
Joell Salfer is the owner of the first What’s In The Bowl Pet Shop franchise location in Delafield, Wisconsin. We are very selective about who earns the opportunity to carry our name, represent our values, and serve pet parents under the What’s In The Bowl brand. Joell is exactly the kind of person we hoped would join our franchise family.
Before opening her store, Joell spent more than 30 years as a holistic nurse practitioner. Today, she brings that same passion, knowledge, and care to dogs, cats, and the families who love them.
Visit us today
Bring your questions. Bring your concerns.
Visit What’s In The Bowl Pet Shop today and discover how we can help you provide the best premium products for your furry family members. Whether you are looking for better food, healthier treats, nutritional guidance, supplements, raw feeding options, or help understanding what your pet really needs, we are here to help.
Bring your dog if they want to shop too. We would love to meet you.
Three Wisconsin locations
Find Us
Standard Weekly Hours
All locations
- Monday–Thursday
- 10:00 AM – 7:00 PM
- Friday–Sunday
- 10:00 AM – 5:00 PM
- Holidays
- Closed
New Berlin
Located in the shopping mall with Pick N Save.
What’s In The Bowl Pet Shop15401 W National Ave
New Berlin, WI 53151 Get Directions
Brookfield
Located next to Sendik’s.
What’s In The Bowl Pet Shop19045 W Capitol Drive Suite 100
Brookfield, WI 53045 Get Directions
Delafield
Located in the shopping mall with Sentry and Kohl’s.
What’s In The Bowl Pet Shop3163 Golf Road
Delafield, WI 53183 Get Directions
Own a What’s In The Bowl Pet Shop
Pet parents are among the most loyal consumers in retail. Our franchise model pairs carefully vetted premium brands with two weeks of hands-on training in our Wisconsin stores.