Well you can start with keyword density. I counted only 3 instances in which "food" was mentioned on your home page - and only 1 was in the form of visible text (text in meta tags and alt tags don't seem to count - though they don't hurt either)
You can compare your site's keyword density versus that of the #1 ranking site with this tool:
http://www.keyworddensity.com
Also, use of frames certainly doesn't help.
The content on this page at least should not be framed, and include a more friendly food-related file name instead of "design_02_f.html"
http://www.shoot-the-moon.co.uk/desig_02_f.html
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