I initially wanted to charge takeaways £20 a year to list their menus. No-one was interested. Over the entire life of the site I've probably had five people list a menu. I walked the streets of London and Manchester collecting menus, scanning them in and typing in all the details. It was shit. I then sent a personalised letter to each takeaway with a thumbnail of their menu asking them to register on the site and get a free promoted listing. Not one person did.

At some point I'll write a blog post about this. I still have virtually zero engagement with takeaway owners.