Case Study: Scratch Pet Health achieves scalable, customizable subscription growth with WooCommerce

Changing The Dry Pet Food Business For The Better

Scratch is an Australian startup founded in 2018 by Mike Halligan and Doug Spiegelhauer to fix a broken dry‑pet‑food market plagued by secrecy, high retail markups, and low online adoption. They set out to offer a single, transparent grain‑free kangaroo recipe delivered in smaller, better‑designed boxes, addressing consumer mistrust, inconvenient 20 kg bags, and an industry where only ~5% of sales happened online.

They launched a highly customized subscription business on WooCommerce, building a feeding‑recommendation engine into checkout, automating warehouse fulfillment (including personalized labels), and focusing on brand UX and human customer service. Early results included a large prelaunch email list from quizzes and social campaigns, strong initial sales and social buzz, daily influencer approaches, and a scalable, automated operation that lets the founders concentrate on customer experience and sustainable growth.

Scratch Pet Health

Mike Halligan

Scratch Pet Health