I like much of your idea. These comments are intended to help you STRETCH. How could you use the idea to include all restaurants, so that is is not dependent on a restaurant chain's cooperation? How did Weight Watchers get all those calorie counts for their point program? And could you also add in healthier choice suggestions much like Amazon tracks what we buy to make suggestions for healthier substitutes? -- It figures that I love Mexican food and suggest where I can satisfy that craving much healthier. Also, how might you add an educational tickler when you calculate that someone is consuming too much sugar, salt? That way to you could also coach them? and how could we tie into FourSquare or Retail Me Not technology to suggest the best healthier places in a given geography?
I like the idea of a compromise. It recognizes progress, rather than perfection. I also like the addition of celebrity chefs. Clarifying question: how might we we use media to impact social norms for plant based eating?