Enforcing it is free: you can send your own cease and desist for free. The only time you need a lawyer is if they refuse and you want to sue them. If the court rules in your favor, you can even sue them for the legal costs and costs of damages.
Sorry for the cynicism, but I really don't understand why is it ok to ask small restaurants to spend $200-300 bucks and send a cease and desist letter, but it's not ok for the law to ask investor-backed startups to make a friendly contact to those same restaurants before using their brand.
In the end it's less work for the investor-backed business, since with the C&D route they would need to register domains or create pages for restaurants that don't want the service only for their (very expensive!) legal department to receive a letter so they can delete everything.
I mean just send an email to the restaurant so they can submit an authorization beforehand... tell them the advantages, let them make the decision...
And when the massive corporation that rose to dominance by ignoring local laws also ignores your DIY cease & desist letter, you're out $300. Heck, they'd ignore it if a lawyer wrote it too. Filing a lawsuit would be required, which they'd also ignore and delay as much as possible, far more than the local pizzeria can afford, until there was a class action.
I don't think Uber Eats has a support page that says "Submit your amateur cease and desist letters here". A $300 trademark is a cheap business expense, using it to scare away massive corporations is expensive.
Is this something you have personally done? Because this sounds like an internet fantasy to me.
But suppose we indulge your fantasy. A restaurant owner, who is already incredibly busy, decides to figure out how to register a trademark and sends the cease and desist. The venture-backed startup's in-house counsel looks at it, sees that it was written by an amateur, and just laughs. Now what?
You're getting downvoted because somehow people think that restaurant owners shouldn't have to handle basic aspects of operating a business such as establishing a trademark to operate their business under. Without a trademark, what are they going to do if, say, another restaurant opens up a few blocks away with the same name?
(And as I understand it, you get some trademark rights just by establishing a business, so you don't have to register the trademark to sue UberEats or Grubhub or whoever)
Many restaurants would prefer not to spend this money just to prevent unauthorized listings.
They’d rather delegate the responsibility of preventing unauthorized listings to the state attorney who has more resources and expertise.