One small cup. Plenty to talk about.
Guests with dogs are a large and loyal audience. An offer of its own for the dog is easy to add, brings an additional sale and a moment people talk about. Here we have gathered figures, research and concrete ideas.
More salesTalk of the townHow many guests bring a dog
The audience is large, and it travels with its dogs.
- Austria
- About 571,700 households keep at least one dog, according to the Statistik Austria household survey 2024/25 (reported by ORF).
- Germany
- About 10 million dogs live in German households, according to the 2025 pet market survey by IVH and ZZF.
- Italy
- About 9.1 million dogs, according to the Assalco-Zoomark report 2026 (provisional estimate).
- Holidays with dogs
- According to TUI, 89.5% of dog owners usually take their dog on holiday.
- The dog has a say
- 43% of German dog owners deliberately choose destinations known to be dog-friendly. 30% only book if the dog can come (survey with Booking.com data, reported by Tageskarte).
Sources: ORF / Statistik Austria, IVH/ZZF, Assalco-Zoomark, TUI, Tageskarte.
What research says about dog menus
A 2026 study by Toronto Metropolitan University looked at how diners respond to restaurants with items for dogs. The result: a dog menu raised willingness to visit and to recommend the restaurant. Most respondents said it enhanced their meal, even when it cost slightly more.
The researchers call it “a meaningful revenue strategy, not just a gimmick”. And they point out that these moments are easy to photograph and share.
Source: Habib, Kellershohn, Tangri, Journal of Culture, Tourism, and Hospitality Research; TMU, August 2026.
What a shareable moment looks like
12 ideas for how Molly works for you
From a simple extra sale to a reason people talk about your place.
The counter duo
Coffee or ice cream for the owner, Molly for the dog, at one combined price. It makes the extra sale feel natural.
Visible on the menu
A line “For dogs” on the board and the menu. People who read it ask, and the dog becomes part of the order.
The water station as a magnet
A bowl and a sign with Molly at the entrance. Dog owners stop, and the dog pulls towards the counter.
The photo moment
A dog with its own cup gets photographed. A small sign with your Instagram handle makes sure you are tagged.
Dog of the month
Share your guests’ best photos (with permission). Owners share them on, and your place appears in many feeds.
A stamp card for dogs
Every tenth cup free. A small card that ties regulars with dogs to your place.
Birthday cups
A cup with a candle for the dog’s birthday. Owners like to plan moments like this and come by for them.
A hotel welcome
A cup of Molly on arrival, included in the dog package. A detail that shows up in reviews.
Dog-friendly event days
A summer afternoon for dogs and owners, a group walk with a Molly stop, or a charity day for the local shelter.
A reward after the visit
At the groomer or after dog school, the cup becomes a ritual the dog looks forward to next time.
Be found
Add “dogs welcome” to your Google Business Profile and to platforms for dog-friendly places. Molly gives you a concrete reason to.
Visible together with Molly
We are planning a map of Molly places so dog owners can find businesses that serve it. Pilot partners can be the first on it, if they wish.
Ready in a week
Conversation
We look at your business, your machine and the volume you expect.
Machine
Your existing soft-serve machine, the compact Patty, a small soft-serve machine or a CAB slush and crema machine.
Introduction
Stir, freeze, serve. The routine is explained in a few minutes.
Make it visible
A sign, a menu line and a water station. Then the first dog arrives.
Questions about the business side
Is Molly worth it with only a few dogs?
That depends on your volume, your price and your machine. Our calculator shows when it pays off, and when it does not.
Does Molly guarantee new guests?
No, nobody can guarantee that. Molly makes a visit with a dog better and gives guests a reason to talk about you. Whether that brings new guests depends on many things.
How much work is it for my team?
The mix is blended with water and banana and poured into the machine. Then it is drawn like soft serve. How it works.
Help shape Molly, with preferential terms for life.
Our first pilot partners test Molly in real service, help decide flavours and packaging, and receive preferential terms on Molly products for good.