Who is this for? will appear for the customer under each item. This will allow the customer to enter names associated with items they are ordering.
You can edit the amount of characters that can be entered by the customer. Login to OrderCloud, select the Location, select the Admin tab. Under the Menu Management section set the amount of characters to allow the customer to enter in the field Max length of "Who is this for" field as shown below.
If you do not wish to show the "Who is this for?" field on your ordering page, please contact email@example.com to have this field hidden.