Updated October 3, 2019. Domino’s Australia is developing three new vegan meat options — pepperoni, beef, and ham, CEO Don Meij revealed in a recent interview with CNBC.
“We’re about to roll out in Australia a plant-based beef, a plant-based ham, and a plant-based pepperoni. Now these are proprietary products we’ve developed here in Australia for the Australian audience,” Meij said.
The vegan meat toppings are a proprietary blend developed in Australia Meij explained, adding that vegan options have been a huge “win” for Domino’s in Germany, the Netherlands, and Australia. The majority of the demand is being driven by omnivores.
“The interesting insight is that we’re not just really targeting vegan customers, 93 percent of the Domino’s customers we talk to who are going to buy a plant-based product are actually meat-eaters who want that style of a high-protein menu but they’d like to have more of the benefits that come from vegetables,” Meij added.
In late September, the brand took to its Facebook page letting fans know that the launch was a success.
“It’s official… 50% of our stores across the country have now SOLD OUT of our new plant-based beef,” the chain wrote on its page.
“We’re truly overwhelmed by the response from customers, and are glad so many Aussies are loving this latest addition to our menu. Thank you for your patience while we work hard to get plant-based beef (and maybe more..) into our stores as soon as possible.”
Vegan at Domino’s Australia
The chain already offers four vegan cheesy pizzas — the Vegan Avocado Veg, the Vegan Margherita, the Vegan Spicy Trio, and the Vegan Summer BBQ — but this is the first time Domino’s Australia will offer vegan meat.
The chain doesn’t stop at offering vegan pizza. It also offers vegan cheesy garlic bread.
Nick Knight — Domino’s Australia and New Zealand’s CEO — said in a statement last year, “[the] popularity of, and demand for, vegan products has increased considerably over the years. At Domino’s, we’re always hungry to be better and want to deliver the changes customers are asking for.”
Meij explained to CNBC that as well as health, more of its customers are choosing vegan options out of concern for animals and the environment.
Australian Restaurants Embrace Vegan Food
Domino’s isn’t the only chain in Australia to add vegan options to the menu. Earlier this year, Jamie’s Italian announced the launch of more than 20 meat-free dishes, a number of which were vegan. Movie theater chain Event Cinemas debuted vegan choc top ice creams back in April, and last year, Hungry Jacks began selling vegan cheeseburgers.
Even McDonald’s has revealed it will soon launch more veggie options in the country. A spokesperson for the fast-food giant said, “we understand there is a rising demand for vegan and vegetarian options and we are always open to suggestions from our customers.”