Uh as you admit below, your argument here is mistaken.
Fractals are geometric patterns only. The restaurants are not "self-similar" in any geometric or fractal sense - the napkins don't particularly resemble the steaks. The only thing a good restaurant has a consistent quality. They don't resemble fractals any more than steaks resemble chairs and napkins.
With a reasonably defined quality space, what the article is saying is that the measure in any quality dimension is likely to correlate highly with that in any other: i.e. the measures are self-similar.
Fractals are geometric patterns only. The restaurants are not "self-similar" in any geometric or fractal sense - the napkins don't particularly resemble the steaks. The only thing a good restaurant has a consistent quality. They don't resemble fractals any more than steaks resemble chairs and napkins.