The article isn't terribly specific but presumably dining and spending patterns of various sorts that can be valuable in the aggregate.

I have to confess that, as a user, I find it useful to be able to book the maximum number of restaurants through one or two apps whether or not they also support making reservations through other means. Especially on mobile, I'm not a big fan of navigating through often crappy web sites and potentially having to provide a bunch of info to find there are no reservations available at 7pm. OpenTable is just a few clicks.