In the EU, using this data to track customers would be illegal. That doesn't mean it can't happen, of course, but it should deter particularly large franchises from abusing this data.
In the US, bars often ask for photo ID to verify that customers are old enough to be served alcohol. That doesn't seem to lead to widespread customer tracking.
In the US, bars often ask for photo ID to verify that customers are old enough to be served alcohol. That doesn't seem to lead to widespread customer tracking.