PETA, the largest animal rights organization in the world and owner of 150 shares of Domino’s stock, has submitted a shareholder resolution to Ann Arbor-based Domino’s asking the company to disclose to shareholders what it has done to evaluate a less cruel method of slaughtering chickens called controlled-atmosphere killing (CAK). Dominos operates more than 8,300 pizza outlets in 50 countries.

PETA’s description of the slaughtering process includes: “Chickens killed for Domino’s are dumped onto conveyors and hung upside-down by their legs in metal shackles.” The organization goes on it say that, “Many are still conscious when their throats are slit or when they are scalded to death in defeathering tanks.”

With the alternative process, CAK, the oxygen that chickens and turkeys breathe is slowly replaced with inert, nonpoisonous gasses–such as argon and nitrogen–putting the birds to sleep quickly and painlessly. Studies of CAK conclude that in addition to being the least cruel form of poultry slaughter, it also results in economic benefits.

As part of its campaign to move the food industry toward implementing CAK, PETA has become a shareholder in nearly 40 companies, including McDonald’s, Wendy’s, Kroger, Supervalu, and Tyson Foods. Recently, Burger King–the second-largest fast-food chain in the world–announced major animal welfare reforms, including giving purchasing preference to suppliers that use CAK.

“Domino’s is lagging behind the competition when it comes to animal welfare–inaction that could translate to lower returns for stockholders,” says PETA Vice President Bruce Friedrich. “CAK is a winning bet for everyone: Domino’s will benefit from higher product quality and reduced costs, and chickens won’t be subjected to needless suffering.”