Right now it's just in Israel and Spain, but is looking to expand to New York and Brazil. As someone who lives in Jerusalem - the Israeli options look pretty expensive and comparable to restaurant eating. But for tourists, I could see it providing a unique experience. Though not necessarily a better one than could be gotten from carefully researching good restaurant options.
Would this be something that would appeal to other CHers when traveling? I've never been to Spain, so I don't know how the Spain prices compare to Spanish restaurants - but the Israeli prices are really comparable (if not higher) to what you'd pay in midrange to nice restaurants per person.