That data is worth shit, the only people that care when and to where you order pizza are the NSA, and they already have your cell data and the GPS from your car. What Domino's gets is you being mildly rewarded for committing time to learning their app, which will make you more likely to come back.

Tricking people into learning non-transferable skills is a tactic. If your hard earned skills in configuring your iphone aren't going to transfer to android, neither are you.