QR ordering is usually sold as a way to take orders faster. It is also a chance to recognise a returning guest, if you handle it with care.
When a guest chooses to create an account, ManageHex can hold their visit history, their usual orders and their loyalty status together. Over time that builds a picture of who comes back and what they come back for.
The point is not to gather data for its own sake. It is to let you offer something relevant, with the guest's consent, without handing your customer relationship to an outside marketplace that keeps the contact for itself.