Ask Biggby Coffee to drop its plant-based milk fee

Why it's urgent

No fixed deadline is given. The campaign was posted October 7, 2026.

The strategy

Asks Biggby to remove a surcharge that discourages plant-based milk. Customer pressure can change pricing, and many chains have already dropped the fee, but one message adds little.

Why it scored 42

Scale: Big

Guess: under 1 million animals, since a milk surcharge change at one chain has only a small effect on dairy purchases; the report gives no figure.

Severity: Moderate

The effect on animals would be indirect, through a small change in customers' milk choices.

Chance of success: Plausible

The group says over 360 chains have dropped the surcharge, which suggests momentum, but the report shows no sign Biggby is moving.

Your difference: Small

A single message to one company, among many.