Domino’s locations across Australia are embracing Impossible Foods’ plant-based beef.
Meatless choices just exploded in Australia thanks of an arrangement nobody saw coming between Domino’s and Impossible Foods. This week, the global pizza chain disclosed another meatless menu made with Impossible Beef at its 700 locations across Australia.
“We know that people are actively seeking more sustainable food options, but it is also critical that these alternatives deliver on taste and a great pizza experience,” Domino’s Chief Marketing Officer Adam Ballesty said in a statement.
“The Impossible Beef pizza topping does exactly that. It has all the flavor and texture of juicy, authentic minced beef, but with far less environmental impact.”
The new Impossible Beef can be ordered on any pizza instead of animal-derived beef.
“Whether you’re looking to reduce your traditional meat consumption or mix up your menu with flexitarian choices, Domino’s new Impossible Pizzas provide all our customers a meaningful option without compromising on taste, for the perfect Impossible Pizza Night.”
To promote the launch, Domino’s is offering a 30-percent discount on large Impossible Beef-topped pizzas ordered online for pick up or delivery between October 24 and December 4.
Dominos Australia has been exploring the vegan space for several years.
In 2018, the chain launched a survey to check if its customers were interested in vegan cheese. After receiving predominantly positive responses, Domino’s Australia partnered with United States-based Follow Your Heart to put its vegan cheese on the menu.
“We were blown away by the response to the survey and for this product in general,” Domino’s regional CEO Nick Knight said in a statement at the time. “At Domino’s, we pride ourselves on our ‘people-powered pizza’ mantra and listen to what our customers want.”
Domino’s Australia then directed its concentration toward plant-based meat choices, which it spent nine months developing with a Brisbane-based company.
Clients were blessed to receive the products of this work with the launch of soy-based beef in 2019 which Domino’s featured on three pizzas: Beef & Onion, Beef Loaded Burger, and Beef Taco Fiesta.
With the new Impossible Beef pizza options, Domino’s is hoping to further develop its sustainability metrics and choose the plant-based meat because it uses 69-percent less water, 95-percent less land, and delivers 88-percent less greenhouse gasses than traditional animal-derived beef.