I'm a founder myself, the biggest step for me was realizing that I suck at marketing so I sought out cofounders who are the exact opposite. my cofounders are incredible marketers. they've been aggressive about meeting potential clients, sittng down with them, demoing the product and either getting them to sign up or come back with a list of features we need to get them to sign up.

Our product may be good but its because they put it in front of potential customers that we are currently in 114 restaurants and growing.

Your product seems like something university students might want. ever thought of actually jsut going to a university library and offer free coffee to anyone who signs up and trys the product while giving you feedback? The'll probably tell you its either what they need or tell you what's missing.

Also, as echoed by the other guy. if you have a cmo, ask him what his strategy is. At your stage, a CMO is also doing Product development. that means sitting down with customers and getting the info required discover compelling features to implement. if He's solely relying on adwords and not currently sitting down and getting feedback, fire his ass. Going to individual customers and asking them to sign up doesn't scale? exactly, thats what doing things that don't scale means. It was good enough for stripe, its good enough for you! Half of the features my startups has came from restaurants asking for them. That doesn't mean you build everything restaurant owners ask for but if you keep hearing the same request come up from different sources, maybe thats a clue to prioritize it.

anyways, thats my two cents.