Domino’s Rebrand Earns Pause in PETA’s ‘Vegan Cheese, Please!’ Campaign

For Immediate Release:
January 8, 2026

Contact:
Nicole Perreira 202-483-7382

Ann Arbor, Mich. –

As Domino’s moves into the new year after introducing its first brand refresh in over a decade—a move aimed at modernizing its image—PETA is pressing pause on its “Vegan Cheese, Please!” campaign to give the company time to further modernize by addressing the demand for dairy-free cheese to be added to its U.S. menu. PETA delivered the good news to Domino’s CEO earlier today with a letter announcing the campaign hiatus, along with a giant custom-made pizza box packed with 45,000 signatures from would-be customers clamoring for the menu upgrade.

Photos of the delivery are available here.

person holding giant domino's pizza box with letters inside

Credit: PETA

In the past few months, PETA has teamed up with celebrities—including rock ‘n’ roll legend Joan Jett and Emmy-award-winning food author, Tabitha Brown—to call out the company through letters, social media videos, and sky-high billboards in front of Domino’s headquarters and storefronts nationwide. PETA supporters have also dressed as unicorns and passed out thousands of slices of “magical” vegan pizza slices to Domino’s customers across the country.

“The new year is the ripe time for a newly refreshed Domino’s to deliver on the demand for vegan cheese,” says PETA President Tracy Reiman. “A new jingle is nice, but those who won’t or don’t eat dairy for health, humane, or environmental reasons hope 2026 is the year Domino’s resolves to put vegan on the pie!”

In the dairy industry, cows are repeatedly forcibly impregnated, and their calves are taken away from them within a day of birth so that the milk meant to nourish them can be stolen and sold to humans. Once their bodies wear out from repeated pregnancies, they’re sent to slaughter. Dairy production fuels deforestation, water waste, and greenhouse gas emissions, and humans who drink dairy increase their chances of developing heart disease, diabetes, cancer, and other ailments.

Domino’s already offers vegan cheese in Switzerland, Australia, Spain, Germany, and the UK, but has yet to recognize the 30 million Americans who are lactose intolerant. Competitors—including &Pizza, Blaze Pizza, Brixx Pizza, Buddy’s Pizza, Mellow Mushroom, Papa Murphy’s, Pieology, PizzaRev, UNO, zpizza, and more—already offer vegan cheese in the U.S.

PETA—whose motto reads, in part, that “animals are not ours to abuse in any way”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.