People for the Ethical Treatment of Animals (PETA) is broadening its tactic of buying stock in targeted companies, and introducing shareholder resolutions that would advance their animal-rights agenda. PETA’s previous targets included fast-food restaurants and cosmetics companies, but this year the group has purchased stock in sit-down restaurants and meat companies as well. PETA claims that it’s “not trying to remove meat from the menu.” Don’t believe them.

Discussing PETA’s strategy of promoting animal-welfare changes in the food industry, PETA president Ingrid Newkirk said last year: “If anybody wonders about ‘what’s this with all these reforms,’ you can hear us clearly. Our goal is total animal liberation.” Which means just this: removing meat from the menu. And that would be nothing short of a death sentence for most major restaurants.

John “Sue the Bastards” Banzhaf has already weighed in on PETA’s shareholder-resolution strategy, saying “this could be a very effective tactic.”