Why this Swedish restaurant is launching a dog menu

Why this Swedish restaurant is launching a dog menu
Forget ice cream, hungry Swedish dogs can now drink beefy beer. Photo: Maja Suslin/TT
Dogs sniffing hopefully at cafe tables are a common sight the world over, but in Sweden one restaurant chain is serving up a dedicated menu for canines. Complete with imitation beer.

Man's best friend can now chow down on cod or organic beef at Avenyfamiljen in the western city of Gothenburg, with non-alcoholic “dog beer”, made from beef stock, set to be added to the menu from July.

“For a couple of years we've allowed dogs into our restaurants. The next step was to offer water bowls, and now we also offer a special dog menu,” restaurant boss Tobias Hamberg told AFP.

“Most dogs prefer the beef, and they usually take their meals on the floor near to the feet of their owners.”

Like a few other eateries around the globe that offer up pet treats, Avenyfamiljen and two other restaurants from the same chain are hoping the move will attract custom from diners who just can't bear to leave their furry friends at home.

Doggy meals at Avenyfamiljen, which the restaurant buys ready-made from a company in Stockholm, will set the owner back 50 kronor ($6).

The goal is “to attract a new kind of guest, ones who can't leave their dogs for more than an hour at home,” said Hamberg.

“Food service is a very competitive market. We always need to find a new ways to make competitive offers for our customers. At the moment we just allow dogs. But who knows. In the future we might build restaurants just for animals,” he joked.

Avenyfamiljen isn't the first Swedish eating establishment that has attempted to break into the dog market.

In 2015, dog lover Magnus Rosengren launched a food truck specifically for pets, giving Stockholm's hipster dogs the chance to eat high-end take-outs. 

Whether the dogs subsequently grew beards and started wearing flannel is not yet known.