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Domino's Australia launches proprietary plant-based beef pies in September

Domino's Australia launches proprietary plant-based beef pies in September

Domino's Australia is again making headlines by announcing today that it will be that nation's first pizza chain to offer a pizza with plant-based "meat" toppings. Domino's Pizza Enterprises Limited — Domino's largest franchisee outside the U.S. said in a news release that beginning in September it will offer a range of new plant-based meat pizzas with a soy-based "beef" developed exclusively for Domino's by a company in Brisbane, Australia. 

Domino's Australia and New Zealand CEO Nick Knight said the three varieties all use beef as the primary "meat" topping in plant-based form, to echo the pies that have proven to be most popular among the brand's meat-eating customers. The plant-based pies are offered at no extra charge and include plant-based Beef & Onion, plant-based Beef Loaded Burger and plant-based Beef Taco Fiesta. 

"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 the release. "Our existing Beef & Onion pizza is among our top five most popular pizzas nationally, and beef is our second highest selling topping — so we already know it's a product our customers love. We set out to share this love by serving up a range of tasty plant-based pizzas that offers our customers more choice at no extra charge."

Domino's Global Development Chef Michael Treacy said the creation of the soy-based beef used for the toppings took nine month to develop and test.

"We've finally done it and we couldn't be more proud with the result," Treacy said in the release. "Developed and made right here in Brisbane, our plant-based ingredients were created especially for us and can't be found anywhere else on the planet. We tried and tested hundreds of flavors and variations from around the world before settling on a plant-based 'beef' which has a similar taste and texture to our existing beef."

The protein topping is free from artificial preservatives, flavors and colors, and lower in saturated fat and higher in protein than its meat counterpart. The Australian contingent also introduced previously a vegan cheese pizza which it said is extremely popular. But the beef topping pies are not the end of the story, since the company said it has more plant-based products in development. 

Domino's Pizza Enterprises Limited holds the master franchise rights to the Domino's brand and network in Australia, New Zealand, Belgium, France, The Netherlands, Japan, Germany, Luxembourg and Denmark and includes more than 2,450 stores.
Photo: Provided

Topics: Business Strategy and Profitability, Food & Beverage, Health & Nutrition, Pizza Ingredients, Sustainability

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