What if the users are like me, though, and just avoid going to the restaurant Web site from the phone because we are aware how bad the "usual" experience is.

I'm not expressing this clearly, but consider this analogy: If for ten years a neighborhood in town is "bad", has a high crime rate, routinely plays host to gang wars, et cetera, building a state-of-the-art gated community and community playground in that area won't attract new visitors for a LONG time until that old reputation runs its course.

One of your selling points is that there's "no marketing required." I don't know how you feel about this, but I think that's a losing strategy for a project like this.