Updated October 21, 2019. Domino’s Australia now has three vegan meat options — pepperoni, beef, and ham.
Domino’s introduced the vegan beef option earlier this year. In late September, the brand took to its Facebook page to let 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.”
Now, Domino’s also offers plant-based pepperoni and ham. The chain introduced new pizzas to complement the launch, including plant-based Hawaiian, Ham and Cheese, Supreme, and Pepperoni.
The vegan meat toppings are a proprietary blend developed in Australia.
CEO Don Meij said to CNBC earlier this year that vegan options have been a huge “win” for Domino’s in Germany and the Netherlands. 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 said.
Meij explained that as well as health, more of its customers are choosing vegan options out of concern for animals and the environment.
Vegan at Domino’s Australia
The chain already offered four vegan cheesy pizzas — the Vegan Avocado Veg, the Vegan Margherita, the Vegan Spicy Trio, and the Vegan Summer BBQ — but the latest options mark the first time Domino’s Australia has offered vegan meat.
The pizza chain also offers vegan garlic bread and 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.”
Australian Restaurants Embrace Vegan Food
Domino’s isn’t the only chain in Australia to add vegan options to the menu. Hungry Jack’s now offers the plant-based Rebel Whopper as well as its vegan cheeseburger.
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.
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.”