Very cool idea, I worked for a site that worked with merchants and their menus were the worst part about it. There is no standard menu structure, a lot of merchants have a variety of mandatory and optional selections based on an item. You want a burger? Ok, you must pick a temperature and you can select from 3-5 toppings, some of those toppings are extra cost, etc. This is a cool idea, just wanted to give you a heads up