— By Hayden Spiess —
Wild Birds Unlimited offers backyard bird feeding retail for an increasingly diverse customer base, with a growing flock of franchised locations.
Jim Carpenter’s aspirations were not always avian in nature. The founder and CEO of Wild Birds Unlimited originally had his sights set on medical school. However, in 1981 he pivoted, opening the first Wild Birds Unlimited store in Indianapolis, driven by a passion for nature and birding. This same passion unites Wild Bird Unlimited store owners, managers and customers across the United States and Canada, says Amy Moore, senior vice president of retail concepts and chief operating officer.
Getting kids involved in the hobby early on is an important part of cultivating the company’s consumer base, according to Moore, who notes that Wild Birds Unlimited saw a demographic shift during and post-pandemic with an increasingly younger selection of consumers participating in the hobby.
“I think our franchise store owners make WBU so special and unique,” says Moore. “They care about their customers and community.”
Tweeting — Not Just for the Birds
Public engagement is a cornerstone of the Wild Birds Unlimited strategy. In addition to maintaining corporate Twitter and Facebook accounts, Wild Birds Unlimited has an Instagram presence with more than 20,000 followers, the content of which Carpenter figures in largely. Each individual franchise store also maintains their own social media accounts.
Turning Headwinds into Tailwinds
Another element of Wild Birds Unlimited’s success? Those same headwinds that typically spell trouble — or at least worry — for retail can actually buoy backyard bird feeding sales. While some retailers understandably struggled during the pandemic, lockdowns and work-from-home practices made customers more interested in the outdoors and investing in their own yards and at-home entertainment (in the form of wildlife viewing), according to Moore.
She expects a similarly counterintuitive uptick in sales heading into the new year and a potentially recessionary environment. Moore says that recessions can “get people thinking differently,” forgoing larger expenses such as vacations for smaller purchases and directing their discretionary funds to new hobbies like backyard bird feeding.
The Wild Birds Unlimited team is optimistic about 2023, projecting the opening of 10 new locations all over North America. “We are confident in our brand,” Moore says, “and we continue to strategize about helping more people get connected to nature through this wonderful hobby.”
— This article originally published as the March 2023 cover story of Retail & Restaurant Facility Business magazine. Email the editor, Katie Lee, at katie@francemediainc.com.