[NEW] MAPIC interview: In conversation with Giovanni Porcu, CEO and founder of Doppio Malto

MAPIC: Tell us a little about Doppio Malto

Giovanni Porcu: Doppio Malto is a craft beer and food specialist, with a number of formats. The commercial network currently consists of 45 venues, four of which are located outside of Italy in France and the UK, with approximately half under direct management and the other half operated through franchising or affiliation.

The franchising model was established several years ago with the aim of developing the network while maintaining a 50-50 balance between direct and affiliated outlets, ensuring strong territorial coverage that currently spans across 14 regions in Italy.

MAPIC: What are your plans for the next 12 months?

Giovanni Porcu: The growth plans foresee between 10 and 15 openings per year, aiming to surpass 50 locations by 2024 and reach between 90 and 100 premises by 2027. The objective is to reach a total of 150 locations.

MAPIC: What are your main objectives for the year?

Giovanni Porcu: The priority is to continue growing, expanding the Doppio Malto network to be increasingly widespread throughout Italy. Another primary objective is to grow in France, where we opened two new venues in Chambray-lès-Tours and Bordeaux in 2023, and where we are in negotiations for other locations in very interesting cities such as Lille, Lyon, and Montpellier.

Another very important theme is the digitalisation of certain services to make the customer experience smoother. We have introduced Doppio Malto Pay in all Italian venues, a table-side payment system using QR codes that allows customers to avoid queues at the cashier and makes their life easier, there by enhancing their in-store experience.

Written by : Mark Faithfull