I would think that personalized service at a restaurant would be more subtle. Instead of knowing the food and drink you want to order, it would know the food and drink that you'd never want to order. Have a distaste for cilantro, hot spices, and red wines that are high in tannins? We'll move those foods to the back of the menu.
The only place I frequent where such a simple customer preference system might work is my barbershop, given that I tend to have the same haircut for half the year.