It would be great if everyone who visited your website were there to make a reservation or get directions for a visit.
But that's not the reality.
Most people are on your website because they are checking you out.
They are deciding if they should come to your restaurant.
They are deciding if you are worthy of their business.

And even if they decide yes, they may not be ready to commit to making a reservation.

So how do you capture the attention of those people?
Push them to follow you on social media so they can be part of a crowd? Or do you exchange an incentive for an email address and a name so now you can have a personal connection?