Know-How Exchange : Strategy

Consider using social review sites such as Yelp! Once you've don that, reach out to every restaurant and ask them to actively promote your app either on their menus or in their windows. Use social media to reach out to and to build a following. Invite followers to submit reviews via your app. Generate social buzz and community curiosity.

I'd start with the answer to "Why would I want your app on my phone?" Once you can clearly say what makes owning the app useful for your target audience, then the next step is to answer the question, "Why would a restaurant want to team up with us?". Once you know why, then you can start to figure out how to involve restaurants in your co-marketing.

to be honest, everyone's definition of above- and below-the-line marketing is different. you might want to structure your request accordingly since your needs are your own.

now, your app: any restaurant app thrives on reviews. to provide an ROI to resto owners to register with you and an ROI to customers for their time in writing a review - try to develop a points system for reviews where eaters can redeem points for food.

now, people like apps because of their timeliness - work with resto owners to give discounts at certain times and have a limited number of those discounts. pretty soon, it becomes a game. and now, you can advertise things like "On Aug 26th, Joe ate this, this, and this for just 100 INR... and he did it with APP"