Fiji’s fast-food chain DMC has announced it will remove all beef items from its menu following concerns about food preparation practices and calls for greater transparency from consumer advocates.
The decision comes after the Consumer Council of Fiji revealed that some DMC outlets were using the same cooking oil for beef and chicken products, as well as non-meat items such as fries. The practice raised concerns among consumers whose religious or cultural beliefs restrict the consumption of beef.
In a public statement, DMC management said the move was taken after ongoing feedback from customers and the wider community. The company said removing beef was intended to better reflect Fiji’s cultural diversity and to build consumer confidence.
DMC also acknowledged limitations in its current operations, explaining that due to machinery and power constraints, certain items — including fries, chicken nuggets, wings, popcorn, kebabs and patties — are cooked using the same oil. Other chicken products, it said, are prepared separately.
The company said it was committed to being open with customers about how food is prepared and confirmed it is exploring options to improve its facilities. These include investing in additional equipment and increasing power capacity to allow greater separation of cooking processes, including the use of dedicated oil for vegetarian items.
The Consumer Council of Fiji welcomed DMC’s response, saying its primary concern is transparency and informed consumer choice. Chief Executive Officer Seema Shandil said the Council does not seek to dictate what businesses sell, but expects clear and accurate disclosure where food preparation methods may affect religious or cultural decisions.
Ms Shandil stressed that the issue is not limited to one operator and noted that similar practices may exist across the food service industry. DMC, she said, was referenced because a specific tip-off was received and the chain serves a large number of customers nationwide.
“In a culturally diverse country like Fiji, transparency is not optional,” Ms Shandil said, urging all restaurant operators to review their practices and take corrective action proactively.
Meanwhile, the Shree Sanatan Dharm Pratinidhi Sabha of Fiji has announced plans to introduce a certification scheme for vegetarian products, aimed at helping consumers identify food that meets Sanatan dietary standards. Sabha leaders said the initiative would encourage ethical business practices and greater respect for religious values.
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