Rather than go down the Pizza Hut route of offering a full fledged iPhone app, Dominos has taken the Papa John's path by offering an optimised version of its site for those with iPhones.

Said to be "specially made for the phone" Domino's iPhone option is accessed online from www.dominos.co.uk or www.dominos.ie and offers all of the features of the main site, but "optimised into a bite sized form".

The "app", created by Vexed, went live on 13 November and is said to have already seen "thousands of orders" from mobile pizza fans across the UK and Ireland.   

Sales and marketing director for Domino's in the UK and Ireland, Robin Auld, said: "The translation of our site onto the iPhone has already proved popular with our customers".