My wife worked extensively with Michelin-starred chefs in the Bay Area for a decade. I've been lucky enough to get to know some of them and their mentality.
The best of the best are always trying to be, well, better. Food is only one of the aspects that they think about- they also want you to feel welcome and respected. As the article mentions, some chefs have kept notebooks of guest preferences in the past. If they can use someone's Instagram account to get a sense of who they are before they come in, they can make sure that the waitstaff are treating them in a manner they would like. For example, if someone seems like they are introverted, then maybe they back off on the social interactions with them. If they seem to be someone more extroverted, then they get more attention.
Chefs want anyone that comes in to feel like they are special. This is just a new innovation in that direction, and it's not something that you're going to find happening at Chili's anytime soon.