I love pizza. I love a lot of foods that aren’t good for me, but pizza is near the top of the list. My sister has a blog where she draws cartoons (that I highly recommend following) and her most recent post is about something that pizza places do to try to improve their connection with the consumer that while good intentioned has a negative effect.
The “personalized” touch of them ‘remembering’ you when you provide your phone number is supposed to help them see previous orders and deliver top quality service. Unfortunately the good intentions in this case can have a negative consequence of making the pizza orderer feel fat. “If they remember me I must call too often.”
It would be just as helpful to clarify orders in comparison with previous orders when something does not matchup without coming across as TOO personal for the situation.