By capitulating to the People for the Ethical Treatment of Animals’ (PETA) animal treatment demands, McDonald’s has opened the door for PETA to try to exact changes in the way other restaurants’ suppliers treat their animals. PETA has targeted 13 companies, including Applebee’s, Burger King, Wendy’s, KFC, Chick-fil-A, The Kroger Co., Albertson’s, and Safeway Stores.

What McDonald’s seems to have overlooked is the fact that PETA won’t be happy until restaurants don’t serve meat at all. “What McDonald’s has done is not that much,” says a PETA official. So little, as far as PETA is concerned, that it is already asking for more concessions from McDonald’s. Others can expect similar demands soon.