Speciesism is the underlying disease of which all human exploitation of nonhumans is a symptom. If our goal as liberationists is to dissolve speciesism, to bring about a robust cultural change that will ensure lasting change for the animals, then the perspective of the "animal rights" movement and its advocates needs to shift:
Right now the dominant perspective, goal and message is about limiting the number of future animals brought into the world. ("Go vegan" and "this company kills animals but we'll ignore that and praise it for the plant-based option they offer on the chance that someone who is not yet ethically aligned with the idea that violence against animals is wrong might purchase it instead of a violent option, thereby slightly reducing the demand for more future violence."*)
We need to shift that to a focus on how the rights of the trapped animals who are suffering and crying and being forced onto a kill floor at this very moment are being violated. The goal here is to get people to realize that the violence is wrong and that these animals are in a state of emergency and need to be fought for. These stakes are much higher, which makes this framing much more compelling. Not only will the currently popular goal of reducing the demand for exploited animals be achieved through this pushing of anti-speciesist, anti-violent ideology anyways, but this is how we will actively combat the disease of speciesism, instead of just pumping drugs into the system to relieve a few symptoms.
*Just to be brutally redundant with this: No one who has decided to stop eating animals and products of their exploitation is going to buy a burrito with someone's flesh in it, and no one is going to decide to stop eating animals because they ate a single plant-based burrito. People don't need convenient access to nonviolent food options, they need motivation to not by violence-based products. What they need (and what the animals need from them, in the interest of a cultural shift in how humans perceive nonhumans) is to become ethically aligned with anti-speciesism. And even if one's goal is "more individual humans eating plants instead of animal products" then making anti-speciesists out of them is their most compelling reason to do that.