I think this has been borne out for most network technologies: the fundamental benefit is not {human doing old thing over new network} but {machine agent doing old thing for human over new network}.
But the genesis is always a bit counter-intuitive, because people don't build things for which there's no use case.
E.g. Machine agent consumable mobile services were created because people had mobile devices capable of consuming them. Nobody would have wasted time porting physical data into machine-readable format before the devices / use cases existed.
So the killer app, in this case, would be having your phone auto-filter / -alert you if for menu item(s) that match your preferences. Or create an ecosystem where menu costs are negligible, and restaurants are free to pivot to ingredients-of-the-day.