Domino’s New Platter: Alternative Meat Pizzas


The nascent alternative meat market is estimated to reach $140 billion over the next decade, according to a recent report. At this pace, animal-free industry is projected to takeover about 10% of the $1.4 trillion global meat industry. The new player to capitalize on this emerging market and demand is Domino’s Pizza Enterprises.

Soy protein-based meat analogues will be used in their newly updated menu. Domino’s pizza will now be offered in a range of plant-based ingredients that use a soy protein-based meat alternative instead of beef. The first three pizzas in the range – plant-based Beef & Onion, plant-based Beef Loaded Burger and plant-based Beef Taco Fiesta – will be available in Domino’s stores across Australia from September, with more plant-based products to follow.

“Pizza is our passion and we want to ensure that everyone can share in the joy of pizza, regardless of their religious, ethical, dietary or lifestyle choices,” Domino’s Australia and New Zealand CEO Nick Knight said in a statement.

The vegan, vegetarian and flexitarian demand is rapidly growing and food businesses are quickly adapting to cater to these alternatives. Domino’s joins a long list of food businesses who have already set an array of options for the non-meat-eating customer.

Earlier this month, local QSR business Mad Mex partnered with Australian food manufacturer Simplot on a “100% Not Chicken” range, while US burger chain Burger King launched the Impossible Whopper earlier this year, using plant-based patties from US company, Impossible Foods. This uprising comes in the wake of increasing consumer awareness. Healthy food and lifestyle options and environmental consciousness are creating preferences for new products.