They have this at my university. Their main model seems to be advertising. Though personal data is required at sign up, it isn't significantly more than what would be on your resume.

You need to sign up with your details on a website and need to activate a QR code each time you visit. Show the code at the counter to collect coffee. As you collect your cup of coffee, the barista speaks out an advertisement (yes, really) which is a short description about one of the sponsor companies. There is a limit on number of cups you can take per hour and day. I've never used it but it's immensely popular among students and even professors.

There is no option to pay for the coffee and bypass the advertisements/sign up process. Can't wait until all food and drinks everywhere are "free" this way.