Sorry for the cynicism, but I really don't understand why is it ok to ask small restaurants to spend $200-300 bucks and send a cease and desist letter, but it's not ok for the law to ask investor-backed startups to make a friendly contact to those same restaurants before using their brand.

In the end it's less work for the investor-backed business, since with the C&D route they would need to register domains or create pages for restaurants that don't want the service only for their (very expensive!) legal department to receive a letter so they can delete everything.

I mean just send an email to the restaurant so they can submit an authorization beforehand... tell them the advantages, let them make the decision...