He's absolutely behind the restaurant, at least the fucking-rich-old-men-part. But the motivation isn't money. It's for him to fuck college girl pussy. And by enabling his friends to do the same, he earns favours with them.Maybe (if he's the "mastermind") he delegates the specifics of how to run the restaurant to Quinn? Or Quinn runs the planned gloryholes (so not like Sarah's organised gloryholes scene during the dorm party) without him knowing to get extra money? He also at least knows about the restaurant, as we find out during the prep party.
If he isn't behind the restaurant scheme however, why does it seem to be connected to the college fund/scholarship he offers? It might just be coincidence and a red herring, but I don't think so.
The gloryholes are just an extra. He definitely knows about them, probably uses them himself occasionally (I think there's a scene hinting at that). But the money from them is mostly or completely for the girls and for Quinn, as it can't be much. And yeah, Quinn organises for him.