The staff are always friendly, they have special ordered food from Stella and Chewy for me, have a LOT of varieties of Fussie Cat, (which is perfect for my very particular cat), and carry multiple varieties of the Himalayan churro chew that my dog loves. (And chicken hearts sourced from a local butcher!)
In addition, I've never felt belittled with my choices. The staff will offer helpful input, but were also respectful when I explained why I made the decision to feed my pets what I do. I have been shamed in other shops for not feeding grain-free, but not here. (My cat can't have peas and is a food thief, so I have to avoid peas in the dog food as well)
The first few times I went there with my dog I thought the staff just really loved her because she was special. (I have a very friendly Shiba Inu) Now that I've seen other dogs in the store, it's obvious that the staff are all there because they REALLY love dogs, and they treat every dog that comes in as if it was the best dog in the world!
My only complaint is a small one. I usually go to Hales Corners location, but if I have to run to Target, I'll pop in the Franklin location and because they are set up completely different, I always have to ask where things are. (A very minor issue, because the staff are really nice and helpful)