No, it's not uncommon to "tombstone" data, but when you do that, you should remove data you have no rights to any more. Order numbers, accounting, payments that sort of stuff is all fair game (for limited time), but the point here is it appears they're not deleting anything, they're just moving it to be inaccessible to the user.
They keep the data. And that's a) scummy and b) illegal in several jurisdictions.
> Your account showing your name, address, credit card, etc can still be accessed whilst the token stored in the cookie is still valid
However OP talked of master data. That should be removed when user asks to delete their account.
Suppose HelloFresh found out they should give you a refund after you deleted your account. Would they need the credit card to do that?
Or they could call you and ask.. oops now they need your phone number
etc
A one way hash of PII, salted, stretched, this is enough to verify identity but also doesn't keep the PII directly (I know only 8 billion people on earth is not enough entropy. Still you make a legal effort and segregate it from your network)