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Domino’s Australia Brings Impossible Beef to 700 Stores


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The vegan shift is in full swing Down Under as Domino’s adds Impossible Beef to 700 menus across Australia and New Zealand.

All pizzas on the Domino’s Australia menu can now add Impossible Beef, the chain announced last week. It comes standard on pies including the Impossible Supreme, Impossible Godfather, Impossible Firebreather, and Impossible Cheeseburger.

Impossible x Domino’s

“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 flavour and texture of juicy, authentic minced beef, but with far less environmental impact.” 

impossible beef
Courtesy Impossible Foods

“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.”

Impossible reported strong growth this year despite lagging U.S. sales for plant-based meat. It entered the Australian restaurant market late last year, and became available in 1,000 supermarkets last March, including leading chain, Woolworths.

“Our launch in Australia and New Zealand last November was a success because of our excellent restaurant partners who brought Impossible’s products to life,” Nick Halla, senior vice president of international at Impossible Foods said in a statement in March.

Sustainability commitments at Domino’s

The expansion with Domino’s builds on years of successful vegan pizza option launches across the country. Both Pizza Hut and Domino’s have brought on vegan options including meatless pepperoni and dairy-free cheese. Domino’s partnered with U.S. vegan cheesemaker Follow Your Heart in 2018 to much success. It’s also explored other meatless offerings.

Last January in the U.K. for Veganuary, Domino’s added its first vegan pepperoni in Europe.
“After much experimenting in the Domino’s kitchens, with taste tests a plenty, we can’t wait to bring Vegan PepperoNAY to the masses,” Melanie Howe, Domino’s food and digital communications manager, said in a statement.

Courtesy Domino’s

“These smoky PepperoNAY slices are going to go down a treat. With deals to suit every budget, there is no excuse to not try something new this January!”

The new pizzas in Australia buil on its commitment to experimenting and offering consumers more sustainable options.

“Domino’s has built a fun, engaging brand with a loyal following,” said Jordan Sadowsky, Director of International at Impossible Foods. “We’ve really enjoyed collaborating with them to bring the new Impossible Beef topping to their entire lineup of pizzas, day or night. Whether it’s Impossible Pizza Night with your family or just a midday or late night snack, we think fans across Australia will love that these pizzas are both delicious and good for the planet.”

The partnership will also see Domino’s make efforts to reduce its carbon footprint off the menu, too, by partnering with Wavemaker to offset its carbon for its digital media buying.

“We acknowledge this is a small step in a larger sustainability journey for Domino’s and look forward to growing this partnership to reduce the environmental impact of our campaigns across Australia,” Ballesty said.   


Lead image courtesy Dominos.


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