Inertia and friction will always be a challenge. I would suggest combining the online ordering process (website) with the in house ordering process(menu) by creating a 'second screen' that can be used on a cell phone to display more in depth menu information (pictures, reviews, payment etc) regardless of location. As the approach gains traction introduce iPads into the restaurant. Frankly, with so many large screen phones and iPads already in use it would be great to see an ordering solution that spans local and online customers.