700 Domino’s Outlets Across Australia Will Now Serve Delicious Plant-Based Beef By Impossible Foods

October 28th, 2022

One of the biggest global trends in food is going plant-based as a lifestyle choice. Cauliflower crust, vegan mozzarella, and pepperoni made from plants are increasingly taking the place of pizza's traditional cheese, meat, and grease. But why are sales of plant-based pizza increasing? Not just vegetarians but all consumers are becoming more interested in plant-based solutions. Pizza made from plants is a delicious comfort food that can be enjoyed at home or at eateries. Sales of pizza made from plants may have increased as a result of COVID-19 as well. Yet, if you believe that when it comes to pizza, meat lovers turn their noses up at plant-based options? Think again.

A consumer might have a vegan steak one night and order a vegan pizza with plant-based pepperoni and vegan cheese the next. This is a significant change from how the ordinary customer used to act around meat substitutes. And now, thanks to a partnership between Domino's and Impossible Foods that no one anticipated, meatless choices have just taken off in Australia! This week, the 700 stores of the international pizza company in Australia introduced a new meatless menu made with Impossible Beef.

The Domino's Down Under the vegan menu

Dominos Australia had been investigating plant-based possibilities for several years prior to the release of the new Impossible Beef options. In order to gauge customer demand for vegan cheese, the chain ran a survey in 2018. After getting tremendously excellent feedback, Domino's Australia teamed up with Follow Your Heart, a company based in the United States, to add its vegan cheese to the menu. Then, Domino's Australia focused on plant-based meat alternatives, which they worked on for nine months with a business in Brisbane. With the introduction of soy-based beef in 2019, customers were rewarded with the results of this labor when Domino's introduced it on three pizzas: Beef & Onion, Beef Loaded Burger, and Beef Taco Fiesta.

Later that year, the chain added four totally vegan pizza varieties as part of an experiment. Namely- Hawaiian, Ham and Cheese, Supreme, and Pepperoni joined their tasty menu in October 2019.

Domino’s plant-based footprint in Australia

Domino's is aiming to increase its sustainability metrics with the new Impossible Beef pizza alternatives and chose the plant-based meat because it consumes 69 percent less water, 95 percent less land, and generates 88 percent fewer greenhouse gases than conventional animal-derived beef. The plant-based company's presence in Australia will more than treble with the introduction of Impossible's plant-based meat at Domino's.

Impossible Foods helps Dominos in meeting consumer demand for plant-based options

Domino's has expanded its vegan menu outside of Australia, especially in the UK, where it introduced its first vegan pepperoni pizza at 1,200 outlets in January. Domino's hasn't yet updated its menu in the United States with vegan pizzas or plant-based toppings other than the usual vegetables. Now, Impossible Foods, a California-based company, is collaborating with other domestic fast-food businesses to assist them in meeting consumer demand for plant-based solutions.

Spokespersons at Domino’s share their insight on the initiative

“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. 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,” they explained.

Domino’s regional CEO Nick Knight said in a statement, “We were blown away by the response to the survey and for this product in general. At Domino’s, we pride ourselves on our ‘people-powered pizza’ mantra and listen to what our customers want.”

Accessibility and promotions on offer

Any pizza, including redesigned fan favorites like the Impossible Supreme, Impossible Godfather, Impossible Firebreather, and Impossible Cheeseburger, can be ordered with the new Impossible Beef in place of beef from animals. For big Impossible Beef-topped pizzas ordered in-app for pickup or delivery between October 24 and December 4, Domino's is providing a 30% discount as a promotion of the launch.

Impossible Foods share their two cents on the move

“Domino’s has built a fun, engaging brand with a loyal following. We’ve really enjoyed collaborating with them to bring the new Impossible Beef topping to their entire lineup of pizzas, day or night,” Jordan Sadowsky, Director of International at Impossible Foods, said in a statement. “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,” Sadowsky said.

Image Source- Domino's 

Impossible Foods and other collaborations

The Impossible Whopper, the chain's first plant-based burger, was released to the public in 2019 thanks to a long-standing cooperation between the plant-based business and Burger King. Since then, Burger King and Impossible Foods have investigated more options, such as a short-lived breakfast Croissan'wich made with Impossible Sausage. The Original Chick'n Sandwich was most recently tested by Burger King and Impossible Foods in August at a few different locations in Cincinnati, Ohio. This trial marked Burger King's introduction of a plant-based chicken sandwich to its US menu.

Plant-based meats from Impossible are also gaining popularity in some unexpected places, like Cracker Barrel Old Country. Impossible Sausage was added to the family-friendly restaurant chain's menu this summer as a protein option for breakfast, and curiously, the plant-based meat generated a lot of criticism. Although, if you’re wondering what’s next on the horizon for Impossible? Then Impossible Filet Mignon is the second product in the company's ambition to replace all animal products with plant-based substitutes by 2035, according to creator Patrick O. Brown.

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