Advertising this could be one of your biggest costs. Reduce the requirement for advertising by devising a traction plan, if you haven't already. You already have the right idea by targeting a small area first and then expanding.

There is a similar site to yours already launched in London, fairly well established called HouseBites.co.uk - have you studied their model? Mike from HouseBites gave a talk at YCombinator London about 1 or 2 months ago. Did you see this talk? There is a video floating around somewhere.

Some of the logistical issues were discussed which may give you some assistance on for Meal Mogul.

I am also working on a different yet related project EatSocial.net (see blog.EatSocial.net) - think meetups in restaurants. Would you be interested to meet for a chat? I am based in London and would like to hear more about Meal Mogul.

Search Quora.com, if you haven't already, e.g. http://www.quora.com/Startups/How-can-I-market-my-startup-wi... or http://www.quora.com/What-are-the-best-promotion-plans-used-...