Facebook
direct marketing, to make sales outside of your territory. Further, you may not establish an account or participate in any social networking sites (including, without limitation, Facebook, Instagram,
HQ-led decisions
Purely Pet
Quick service restaurantSoftware purchasing at Purely Pet is controlled at the HQ level, with key contacts including Interim CEO Joe Dent and VP of Franchise Development Kelly Wyatt. The most recent FDD does not disclose any mandated or recommended technology systems. The addressable market is extremely small, consisting of only 2 franchised units.
Live signals
Total units
2
2 franchised
Unit growth YoY
0%
vs prior filing
AUV
$495K
Item 19, 2026
Royalty
8%
of gross sales
Ad fund
2%
national + local
Initial fee
$50K
per unit
Investment range
$195K–$470K
all-in, Item 7
Procurement
Approved supplier
from the filing
Item 19
Claims
from the filing
Ongoing fee load
What the operator pays every month
The recurring percentage of gross sales named in this filing, before rent, labour or any technology fee.
10%of gross sales (FY2026)
15% reference
Mandated & recommended tech
The systems vendors compete with
Recommended systems named in Item 11 of the filing, no system-wide mandate locks the door.
Instagram
rketing, to make sales outside of your territory. Further, you may not establish an account or participate in any social networking sites (including, without limitation, Facebook, Instagram, X (former
Twitter
f your territory. Further, you may not establish an account or participate in any social networking sites (including, without limitation, Facebook, Instagram, X (formerly known as Twitter), or any oth
Who buys here
The buyer at this brand
The decision-maker a vendor sells to at this scale, and the gaps they’re paid to close, derived from our data by segment and unit count, not a guess.
The franchisee/operator personally, or a small franchisor still owner-run. Wears every hat.
OwnerCEOPresidentPrincipal
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The vendor opportunity at Purely Pet
Purely Pet is a quick-service restaurant concept with a very small franchise footprint. According to its 2026 Franchise Disclosure Document, the system consists of just 2 franchised units and no company-owned locations. The average unit volume (AUV) is $495,098. The brand is headquartered in Virginia, and its operator footprint is concentrated there, with 7 mapped operators in VA and 1 in CA. All mapped operators are single-unit owners; there are no multi-unit operators in the system. This is a nascent franchise system, and the total addressable market for a software vendor is limited to these 2 locations and their franchisor HQ.
Who controls software purchasing
With a system this small, purchasing decisions are centralized. The FDD lists Joe Dent as Interim Chief Executive Officer and Kelly Wyatt as Vice President of Franchise Development. John T. Hewitt is also named as CEO and Chairman of Loyalty Brands, indicating a connection to a larger franchise platform. For a software vendor, the initial outreach would logically target Joe Dent or Kelly Wyatt at the Virginia headquarters. Given the lack of a dedicated CIO or CTO on file, the CEO or VP of Franchise Development likely owns or heavily influences any technology evaluation.
Mandated and current tech stack
The 2026 FDD does not disclose any mandated or recommended technology vendors. There are no named point-of-sale systems, scheduling tools, or operational platforms captured in the document. This absence of a mandated tech stack represents a blank slate for vendors, but also means there is no immediate pain point or replacement cycle to exploit. Any pitch would need to start with a fundamental education on the ROI of a dedicated system for a 2-unit chain.
Procurement, renewals, and timing
Procurement rules are not detailed in the available FDD extract; there is no Item 8 signal regarding designated or approved suppliers. The franchise agreement has a 10-year initial term with a single 10-year renewal option. Renewal conditions are standard: the franchisee must be in good standing, execute the then-current franchise agreement, pay a $10,000 renewal fee, and make any capital expenditures necessary to meet current system standards. This means a franchisee's technology stack could be up for review at the 10-year mark, but with only 2 units and no disclosed opening dates, these windows are not predictable at scale.
How to read the Purely Pet FDD
The full 2026 FDD provides the legal and operational details governing the franchise relationship. It includes the franchise agreement terms, the royalty fee of 8.0%, and the list of key executives. For software vendors, the most critical sections are Item 11 (Franchisor's Obligations) for any technology mandates and Item 8 (Restrictions on Sources of Products and Services) for procurement rules. You can review the complete document below. For a ranked target list of franchise systems with stronger technology adoption signals, FranCloud can help.
Questions vendors ask
Purely Pet, answered from the filing
The buying center is small. Key contacts from the FDD include Interim CEO Joe Dent and VP of Franchise Development Kelly Wyatt. John T. Hewitt, CEO of Loyalty Brands, is also listed, suggesting shared services influence.
The 2026 FDD does not capture any mandated or recommended point-of-sale or operational technology systems for franchisees.
Purely Pet has 2 total units, all of which are franchised. The operator footprint is concentrated in Virginia (7 mapped operators) with one additional operator in California.
The procurement model is not disclosed in the available FDD extract. There is no Item 8 signal specifying designated or approved supplier requirements.
With an initial term of 10 years and a single 10-year renewal option requiring a $10,000 fee, contract windows are infrequent. Renewals require notice 9-12 months prior to term end and compliance with then-current system standards.
The 2026 FDD is filed with state franchise regulators. You can review the full document in the embedded PDF viewer below for detailed legal and operational disclosures.
Source
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Operator footprint
Who runs the locations
8 operators run 8 mapped locations. 0 of them are multi-unit. Aggregate counts from the filing; no names.
Operators by units owned
Single-unit8
Top states by locations
| VA | 7 |
|---|---|
| CA | 1 |
Ownership
The portfolio behind Purely Pet
strategic_multibrand of Loyalty Brands.
Sibling brands
Related Quick service restaurant brands
Primary franchise filings · updated June 2026. Every figure is source-traceable and QA-checked.