An Israeli vegan advocacy group has convinced Domino’s to make its first ever vegan pizza. Vegan Friendly, which claims to have 30,000 followers around Israel, recently launched a successful campaign to have the fast food pizzeria serve a soy cheese pizza in its Israeli stores.
“Israel is leading the vegan revolution around the world, and this is another indication,” said Vegan Friendly Director Omri Paz, stressing that Israel is home to many vegans who want to be able to enjoy pizza and other treats just like their meat-loving friends.
The new Domino’s cheese-free pizza cost approximately $20 and is available in select stores throughout Israel. The product, which took six months to develop, is the first cheese-free pizza in Domino’s line-up both in Israel and around the world.
Yossi Elbaz, CEO of the Israeli Domino’s franchise, is unclear if this cheese-free innovation will be marketed beyond Israel. “We’ve notified Domino’s Pizza’s world headquarters and they’re very pleased,” Elbaz said. “They’re waiting to see the results.”
Meanwhile, Paz is certain that the new vegan pizza will be a success at home, both for customers and the pizza franchise. For a year, Paz and Vegan Friendly have been encouraging restaurants to add vegan entrees and other items to their menu, and nearly all have been a success.
“None of the vegan entrees have been removed from the menus,” Paz noted. “They’re becoming a way to bring in customers.”
Israeli vegans have also been pleased. “There have been only five complaints from vegan customers who didn’t find something to eat in the restaurants we publicized,” Paz said. “That’s all. And we’re very proud of that.”