I get how busy restaurant owners / manager are, but I eyed the results with some suspicion, the loop[ing reference being just one reason. A stat they present is that 42% of restaurant owners and managers invest in social media efforts (including blog participation, and managing their Twitter and Facebook accounts).
I'm a big proponent of social media usage by business and think that the march to social media as a fundamental part of being in business in the next 5-10 years is going to be pretty important; in my mind it's not something the industry can avoid.
I say that the the adoption of social media might be at about 50% and others are just being prudent about making large / larger investments until we can produce an A = B = $ formula that can be referenced. Right now companies all over the world are using social with MUCH better effect than traditional media and the stats are emerging that show what the 'A' and 'B' need to be.
The MustHaveMenus.com / Brooks Briz report says they polled 1,300 owners and my reference points are no where near as large as that - what's your sense of it?