Yesterday (2nd April), in a significant step forward for animal welfare, Domino’s Pizza Group, the master franchise for the Domino's brand in the UK and Ireland, has committed to source all of its chicken meat from farms that meet the Better Chicken Commitment (BCC) criteria.

Improving the lives of millions of chickens

By signing up to the BCC, Domino’s Pizza UK and Ireland has pledged to ensure that 100% of its chickens (reared for meat), will be reared and slaughtered in line with BCC criteria by 2032.

The BCC aims to significantly improve the lives of broiler chickens by using slower-growing breeds that have been shown to have better welfare outcomes, by providing them with more space and environmental enrichment (such as access to natural light and perches), and by adopting more humane slaughter methods.

This move aligns Domino’s Pizza UK and Ireland with its counterparts in France, Germany, the Netherlands, Denmark, Belgium, Luxembourg, Australia and New Zealand, all of which are dedicated to improving the welfare of broiler chickens in their supply chains.

Proactive steps

As part of its commitment, Domino’s has already taken proactive steps by sharing progress figures and setting clear milestones through a public roadmap for full BCC implementation.

Additionally, in response to challenges regarding halal slaughter methods that meet both religious requirements and BCC standards, Domino’s has released a Halal Statement of Intent. The company has pledged to actively support the development of an effective alternative slaughter method and to adopt it as soon as it becomes commercially available.

Driving higher welfare standards

We have been working with Domino’s on this commitment, which reinforces their role in responsible sourcing. This pledge ensures that millions of chickens in its supply chain will experience significantly improved living conditions and represents a major stride forward in driving higher welfare standards across the fast-food industry in the UK and beyond.

Louise Valducci, our Head of Food Business (Europe), commented: “We congratulate Domino’s Pizza Group UK and Ireland for taking a significant step forward in animal welfare by signing up to the BCC. As a well-known high street brand, its public commitment plays a crucial role in raising consumer awareness and driving progress for broiler welfare. We will continue supporting Domino’s on this journey, sharing best practice and evidence-based solutions to drive real change for chickens.”

Read more about the Better Chicken Commitment