Right now, it's high-end restaurants in New York City doing this. But they did that by hand in the past. The "headwaiter who knows everybody" was a big deal once. The big change will come when this filters down to chain restaurants. Which way will Starbucks go on this? They already have an affinity card and know your WiFi information. "You haven't visited a Starbucks in 72 hours. Are you OK?"
Starbucks has been pushing gameified star bonuses and events from my understanding. It effectively does "Hey would you like some stars" on everyones phone. Also they give bonuses and stars for food you don't eat to encourage you to try the other food.
In the future, I could see it evolving into something where it sees what the weather is, looks at what websites I'm visiting (via data brokers), analyzes historical trends, extrapolates my likely mood and finally uses all of this to figure out what sugary comfort drink I'm mostly likely to bite at. Perhaps I should take comfort in how utterly predictable I am and how easily open to suggestion...
On a similar note, if you haven't seen it; https://www.ted.com/talks/zeynep_tufekci_we_re_building_a_dy...