Their model at the time was a heavyweight desktop-only website where you could look at the menus, then call their call centre (visible through a large glass window right next to the kitchens) where a human would pick up and take the order.

I wanted to explore a simpler website that would have worked on the very limited phones of the time. I'd just come back from Japan where I'd used i-mode phones. You could sort of see that it was going to happen soon. However apps as we know them now, and always-on mobile internet in general, were not a thing at that point in the UK, and it's very difficult to explain why this stuff might be important to less than clueful people.

(I don't want this to sound like I had some amazing insight that no one else could see. It could be equally valid to say that I didn't have a clear idea myself and/or didn't explain it well.)