Curry House Website - SEO

I have a good friend who owns his own Curry House - does anyone have any experience with local take-away SEO is it worth it? Is it big competition?
Is local the best way to go?
He is based in Leeds.
There isn't much in terms of link bait ideas around, but I was suggesting something like authentic indian recipes?

Any advice welcome.

Well worth it. you sound like you're on the right track.

Most searches reach restaurants through listing sites, but that doesn't mean you shouldn't try to go your own way too.

Ideally from a reputable member. Your behaviour is shocking.

You have shown on a number of occasions your true colours, and it's not white, nor black, but sticky brown!!

You tried to sell me something you don't even provide!!

You tried to RIP ME OFF!!

If it's a take-away, then targetting locally is definitely the way forwards. No one will travel from Manchester to Leeds to get a take-away... unless it's exceptionally good

I would suggest you need to target on an even more local basis though, as it is again unlikely someone will travel across a city the side of Leeds for a take-away. Think more about targetting your local suburb which is more likely to provide quality traffic.

I think your idea to use authentic recipes is certainly a good link-bait idea and you are well on the right track with that approach.

India is so large maybe you could do recipes for different areas or tell the history for different foods or drinks or traditional foods for their holidays

You definitely want to put 99.9% of your seo efforts in local results. I would also recommend putting a lot of focus on mobile.

Keep on top of the mobile apps: urbanspoon, yelp, etc. Couldn't hurt to put yourself up on the foursquare map.

I've not had to deal with a project such as yours, but from my own behavior.... I find where I'm eating on my iphone. Spoon is nice, but often I just throw 'steakhouse' or whatever I'm feeling into google mobile maps. Quick click to see if it looks interesting/good, and I'm on my way.

There are 2 'food' establishments in Akron Ohio that I visit religiously: this hole-in-the-wall Chinese place (3 times a week when I'm thereand always order the same thing lol), and coldstone creamery (not my choice lol). Former was found via urbanspoon, and the later from google maps. Girlfriend wanted ice cream, I searched, and now she's addicted to coldstone. I can't drive past without spending 10 bucks. Damn their location: we drive past it a lot lol. I'm not crying here, I'm just showing how that search result made that damn store 200 a month from just me. Ok, crying a little I suppose. Point is, mobile search with gps location aware devices is the new directory/way, so local results are incredibly important for dining establishments.

Based on Skinny Vinny's comment, they definitely want to have the menu up and maybe a page for each entre with description. That way people can search Rajma or Chole and find your friend's place on their mobile.