Why We’re Pressing Pause on Our Domino’s Campaign (For Now)

Domino’s is entering a new era. With its first brand refresh in more than a decade, the pizza giant says it’s modernizing its image—and as the company heads into the new year, PETA is giving it space to do just that. In light of the rebrand, PETA is pressing pause on our “Vegan Cheese, Please!” campaign, offering Domino’s the opportunity to take the next logical step forward: adding dairy-free cheese to its U.S. menu.

To mark the campaign hiatus, PETA delivered a message straight to Domino’s —along with a giant, custom-made pizza box stuffed with 45,000 signatures from customers eager for a compassionate, dairy-free option.

Throughout 2025, PETA’s “Vegan Cheese, Please!” campaign made major noise—partnering with celebrities like rock ’n’ roll icon Joan Jett and Emmy Award–winning food author Tabitha Brown and calling out Domino’s through letters, social media videos, and sky-high billboards nationwide. The verdict is obvious: Pizza lovers knead vegan cheese.  

Want a slice? Look back at what PETA’s cooked up in our “Vegan Cheese, Please!” push.  

PETA’s Band of Unicorns Cast a Spell for Domino’s to Add a Magic Ingredient

To launch our nationwide campaign, PETA’s “unicorns” led a mission to transform Domino’s pizza night for the better by adding delicious, nutritious, animal-friendly vegan cheese to its menu. Meanwhile, our friends in Germany highlighted the delicious vegan pizza they ordered at their local Domino’s to help us push the company to add the same dairy-free options to its U.S. menu.

Rock and Roll Legend Joan Jett Fires Off Letter to Domino’s CEO

The only thing Joan Jett might love as much as rock ‘n’ roll is vegan pizza. Ahead of her performance in Detroit, MI, the rock legend sent a letter on PETA’s behalf to the Domino’s CEO.  

In the letter, Jett points out that music and pizza both bring people together—and asks the CEO to “make sure no one is left out when it’s time to share a pie” and finally add vegan cheese to the menu.

Sky-high billboards featuring Jett appeared outside Domino’s locations across the country to amp up the pressure on the pizza chain to offer vegan cheese on its pies. Adding vegan cheese to the menu would help the pizza giant avoid a bad reputation among customers who can’t stomach dairy cheese for ethical, religious, environmental, or dietary reasons.

PETA Pizza Delivery! Vegan Pizzas for Tabitha Brown

PETA delivered a hot, cheesy vegan pie to Tabitha Brown, our 2020 Person of the Year. She quickly posted a video urging Domino’s to catch up with other chains by offering animal-friendly, allergy-friendly vegan pizza.

Millions of Americans are lactose intolerant, and an estimated 95 percent of Asian-Americans and 80 percent of Native- and African-Americans suffer from the condition. Lactose intolerance can cause bloating, gas, cramps, vomiting, headaches, rashes, and asthma—yikes! Domino’s, don’t let your customers and cows suffer; add vegan cheese to your menu!

PETA Becomes Domino’s Newest Shareholder—Why!?

Why would PETA purchase stock in Domino’s? Because we’re bringing the vegan pizza party straight to Domino’s boardroom. PETA plans to use its status as Domino’s newest shareholder to push for vegan options from the inside. As a shareholder, PETA can attend Domino’s annual meetings, submit shareholder resolutions, and urge executives to add vegan cheese to its U.S. menu.

Back-to-School Vegan Pizza Party in Michigan

To prove how much people crave dairy-free cheese, PETA hosted a vegan pizza party in Ann Arbor, just minutes from Domino’s headquarters. PETA supporters served nearly 650 slices of hot, melty vegan pizza from Pie Sci Detroit to hungry University of Michigan students.

Students also spun a prize wheel after signing our petition calling on Domino’s to add vegan cheese—helping stack the pressure higher.

While in Michigan, PETA also delivered boxes of delicious, gooey vegan pizza from Pie Sci Detroit to CBS News Detroit so that they could get a taste of the magic of vegan cheese!

Domino’s, You’ve Got Mail: Send Domino’s a Postcard

Asking Domino’s to add vegan cheese, please, just got even easier: PETA cooked up a brand new postcard. All you need to do is fill in your name and address, and we’ll mail it straight to Domino’s HQ, attention to the CEO. Every signature helps pile on the pressure and serves up one grate message: vegan cheese belongs on the menu!

PETA Unicorns Host a Nationwide Vegan Pizza Party

On June 26, PETA’s unicorns appeared in 11 cities to serve over 1,000 free vegan pizza slices made with melty, delicious dairy-free cheese. The unicorns weren’t horsing around—their appearances in Detroit (a short drive from Domino’s headquarters), Miami,  Nashville, Dallas, San Diego, Portland, Boulder, NYC, Los Angeles, and other bustling hubs were eye-catching displays that grabbed the attention—and hunger—of many passers-by.

When asked if they’d order vegan cheese if it were on Domino’s menu, customers answered clearly and enthusiastically yes.

Billboards Are Urging Domino’s and Its Customers to Moo-ve On from Cow’s Milk

Two eye-catching billboards in Atlanta, GA, and Denver, CO, are turning heads and changing minds. The billboards feature a massive image of a cow urging people to choose vegan cheese for cows’ sake.

Cows produce milk for the same reason that humans do: to nourish their young. In order to force them to continue producing milk, factory farm workers typically impregnate them using artificial insemination every year. Once their babies are born, workers tear the calves away from their mothers within a day of birth, which causes them both extreme distress. Mother cows can be heard calling for their calves for days.

Male calves, who are “useless” to the dairy industry, are raised for their flesh—either ending up in cramped veal crates or barren feedlots, and the dairy industry exploits the female calves for their milk and bodies just like their mothers. Opting for vegan cheese helps spare cows from this endless cycle of pain and suffering.

Let’s Make Some Magic Happen: Domino’s, Add Vegan Cheese

Cows and compassionate customers knead Domino’s to join its competitors—including Papa Murphy’s, &Pizza, Blaze Pizza, Brixx Pizza, Buddy’s Pizza, Mellow Mushroom, Pieology, PizzaRev, UNO, zpizza, and more—that already offer vegan cheese in the U.S. Brands like Violife make it easy with melty, mozzarella-style dairy-free cheeses that are already used by many chains.