The process of feeding your dog hasn't really changed in, well, forever. But a Chicago startup believes it has a new and improved way for getting kibble in your pet's bowl each day with its stylish food dispenser. And it's going viral on TikTok with videos that have been viewed more than 100 million times.
Houndsy, founded by Pavan Bapu and Luke Wilson, is a pet food dispenser that releases the perfect amount of food in your dog's bowl with just the crank of a handle. The device, which stores a 30-pound bag of kibble, features a mid-century modern design made from European beechwood. Users can choose from one of six different serving sizes, and pull a lever on the device to completely fill the bowl with kibble.
"Looking at pet products today, generally speaking some of them are kind of an eyesore," Bapu told me. "They're not made to compliment your decor and make your home look nice ... When you get a Houndsy kibble dispenser, you’re getting not just a piece of pet utility, but also something that's a piece of high-end furniture."
The device launched Tuesday on Kickstarter, where it aims to raise $100,000 and deliver to backers by June 2022. It costs $299 on the crowdfunding campaign, and will retail for $399.
The startup is well on its way to meeting its goal, already reaching over $40,000 in Kickstarter sales as of Tuesday afternoon. Fueling that growth is Houndsy's presence on TikTok, where it's gone mega-viral with videos that collectively have been viewed more than 120 million times. After posting its first video in April, which now has nearly 20 million views, Houndsy's account has attracted nearly 400,00 followers and 70,000 comments. Its most-watched video, a simple eight-second clip of the device in action, has been watched more than 86 million times.
"It blew our minds. We never imagined getting that volume of traffic," said Bapu, who, along with Wilson, invented the device to make feeding their pets easier. "We realized people also felt that frustration of feeding their dogs. And on top of that, there’s this magical component of the product in which you see a bowl with no food in it, you crank a handle, and like magic food appears."
Bapu is no stranger to successful Kickstarter campaigns. He co-founded Gramovox, which created a bluetooth gramophone and a vertical floating record turntable, two projects that generated $240,000 and $1.5 million in Kickstarter sales, respectively. Both Bapu and Wilson work at Chicago 3D carving company Inventables, with Bapu serving as director of growth marketing and Wilson as a senior hardware product manager.
TikTok not only gave Houndsy added visibility, it also provided the startup with a community that was eager to provide feedback and suggestions on new features. With each video, the company made design tweaks to its device after listening to TikTok users, Bapu said.
"TikTok not only provided an opportunity to amplify awareness, but it was also an opportunity to have the world's largest focus group," he said. "The community is so vibrant and active in providing feedback."
Part of the appeal of Houndsy is its ease of use. But it's also a statement piece that can live next to your couch or your coffee table.
"You don't have to hide it," Bapu said. "You can put it out in the open. It can be a piece you’re proud to show off."
