Disclosure: I am the Director of Engineering at Tock. We power the reservation system at Eleven Madison Park which Will and Daniel own.

The notion of a user's past history with rich data has been something high end restaurants have been trying to manage either via spreadsheets or via custom crm implementations. What we have done is to make that easier through product design and machine intelligence to bring it to more down market restaurants.

It unlocks really great experiences for guests, avoids the need to talk about your allergies every time you walk into a restaurant and makes sure it is accurate and upto date.