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Pet de TODOS targets pet market with support from Grupo TODOS, franchise of clinic, bath, pet shop, pharmacy, surgery, and monthly subscription, betting on a base of 24 million users to gain scale in a sector where acquisition, recurrence, trust, and service decide national expansion in the coming years throughout Brazil
The Brazilian pet market has gained a new expansion bet with the entry of Pet de TODOS, a network linked to Grupo TODOS, controller of Cartão de TODOS. The move was announced by Exame on June 24, 2026, and places a potential base of 24 million users at the center of the strategy.
The operation targets Brazil and is born connected to a structure already known in health, education, and leisure. The company’s proposal is to use franchises with six revenue streams, a monthly plan of R$ 39.90, integrated services, and the presence of Ana Maria Braga as ambassador to accelerate entry into a competitive sector.
Network tries to turn user base into competitive advantage
Pet de TODOS enters the pet market with an important difference compared to many new networks: the connection with a group that already has a national presence. According to Exame, Grupo TODOS gathers more than a thousand units, reaches about 8 million families, and has over 24 million users of its services.
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In practice, this means that each unit of the pet network can be born close to an already existing consumer base. In a sector where acquiring customers is usually expensive and time-consuming, this structure becomes a possible starting advantage for franchisees.
The central point of the strategy is not just to open stores, but to reduce the time needed to form flow. Veterinary clinics, pet shops, and animal beauty centers compete for local consumers, depend on trust, and need repeat sales to maintain margin.
Therefore, the company tries to unite acquisition, essential services, and recurrence in the same model. The thesis is simple: if the pet owner already knows the Grupo TODOS ecosystem, Pet de TODOS may find it easier to present its plans, discounts, and services.
Six revenue streams support the franchise model
The Pet de TODOS model was designed with six main fronts: veterinary clinic, surgical center, grooming, pet shop, pharmacy, and subscription plan. This combination seeks to reduce dependence on a single activity and increase revenue predictability for the units.
In the pet market, this diversification is relevant because consumption does not occur only in veterinary emergencies. There are recurring purchases of food, medications, baths, vaccines, exams, consultations, and other care related to pet routines.
The company also invests in its own store with products sold at a discount to subscribers, technological solutions for animal care, and spaces designed to strengthen the emotional bond between pet owners and pets. The goal is to make the unit function as a complete care point, not just as a one-off service store.
Even so, the challenge is significant. A franchise depends on local execution, trained staff, cost control, and real service capacity. A model with multiple fronts can generate more revenue but also requires more complex management than an operation focused solely on grooming or product sales.
R$ 39.90 plan attempts to create monthly recurrence
One of the most striking points of the strategy is the R$ 39.90 monthly plan launched in the first half of 2026. According to Exame, the subscription includes one bath per month, unlimited veterinary consultations, and discounts of up to 50% on vaccines, exams, medications, hospitalizations, and surgeries.
The plan also offers a 20% discount on pet food in the store and additional baths starting at R$ 19.90. The logic is to use a highly visible entry benefit to increase frequency, generate relationships, and drive consumption of other services in the unit.
In the pet market, recurrence is one of the most sought-after points by companies in the sector. When the pet owner returns every month, the network gains predictability and can offer new services as care, aesthetics, food, or health needs arise.
But the affordable price also increases the pressure on scale. For the model to work, it needs to balance the volume of customers, operational capacity, service margins, and additional sales. Otherwise, a very aggressive subscription may attract an audience without necessarily ensuring profitability in all units.
Billion-dollar market attracts competition for acquisition and loyalty
The bet is happening in a sector that already moves significant figures. According to data from Abinpet cited by Exame, the Brazilian pet market moved almost R$ 78 billion in 2025, with a growth of 3.5% compared to the previous year. Brazil appears as the third largest pet market in the world, behind the United States and China.
This size explains why networks, clinics, pet shops, pharmacies, manufacturers, and subscription services compete for space. The Brazilian pet owner has started to spend more on health, well-being, food, and convenience for pets, creating opportunities for more integrated models.
At the same time, the sector is fragmented. Many consumers still shop at neighborhood stores, independent clinics, or trusted local services. For a franchise to grow nationally, it is not enough to have a brand: it is necessary to convince the pet owner that the service is close, reliable, and advantageous.
It is at this point that Pet de TODOS tries to use the commercial strength of the group. The strategy cited by Exame involves physical points of sale, CRM, performance desk, call center, creative support, dedicated communication, and campaigns with Ana Maria Braga.
Ana Maria Braga enters as the face of the new phase
The presence of Ana Maria Braga as the official ambassador reinforces the attempt to expand brand recognition. The presenter already had a relationship with the Grupo TODOS and now also represents the pet operation, according to the Exame report.
The choice seeks to bring the network closer to a family audience and pet owners who identify with the daily care of animals. In a sector driven by trust, affection, and recommendation, a popular figure can help with brand recall, but does not replace the experience delivered in-store.
In the pet market, reputation is built on details: quality of grooming, care in veterinary service, transparency in prices, product availability, unit organization, and quick response in health situations.
Therefore, the public image can accelerate entry into the conversation, but loyalty depends on the operation. If the pet owner perceives real value in the plan, discounts, and service, the subscription tends to make sense. If the experience fails, the brand appeal quickly loses strength.
Goal of 200 units expands the scale test
Pet de TODOS plans to open more than 200 units in two years, according to Exame. The network also offers the possibility of converting already existing pet shops to the brand, which can accelerate implementation in some cases.
This strategy allows growth through two paths: opening new stores and transforming operations already active in the sector. For the franchise owner, the proposal can be attractive because it combines brand, potential base, integrated services, and commercial support.
However, the national expansion of a pet network depends on standardization. A unit in São Paulo may have a different audience profile, cost, and competition compared to a unit in smaller cities. The challenge will be to maintain the promise of access and price without losing quality in service.
The company’s stated goal is to become, by 2028, one of the five largest players in the sector and one of the most remembered brands by consumers in the pet segment. It is a high ambition, especially in a competitive market already occupied by networks, independent clinics, and large retailers.
What this entry changes in the sector’s competition
The arrival of Pet de TODOS puts more pressure on companies that rely solely on commercial points, local recommendations, and regional promotion. By entering with a user base, subscription, and six sources of revenue, the network tries to create a more aggressive acquisition and retention model.
This movement also shows a larger trend in the pet market: caring for animals is shifting from being just an occasional purchase to approaching subscription models, plans, discounts, and integrated packages.
For pet owners, the competition may mean more options, promotional prices, and bundled services. For small businesses, it may represent a greater need for differentiation, personalized service, and customer loyalty.
The big question is whether the model can balance national scale with local execution. The pet sector is growing, but it also requires trust. And trust, especially when it involves animal health, cannot be bought with marketing alone.
Giant enters the pet market, but results will depend on delivery
The entry of Pet de TODOS into the pet market shows how groups with a large customer base are trying to transform previous relationships into new business fronts. With 24 million users on the radar, six sources of revenue, and a plan of R$ 39.90, the network bets on scale, recurrence, and convenience.
But the success of the expansion will depend less on the size of the group and more on the experience delivered to pet owners in each unit. Do you think accessible plans and national networks can transform pet care in Brazil, or does neighborhood service still have more strength in this market?
