Bocconi Students for Hospitality Management

In today’s Food & Beverage world, eating out is no longer just about food, it’s about the experience. Customers want stories, emotions, and places where they feel part of something. That’s exactly what Doppio Malto has built: a restaurant format that blends craft beer culture, casual dining, and social connection, presenting itself as “un posto felice”, a happy place. 

Founded in 2004 in Erba (province of Como), Doppio Malto began as a craft brewery and has since evolved into a full dining concept centered around its artisanal beers. From the beginning, the brand’s mission has been clear: to brew high-quality beers that appeal to both connoisseurs and casual drinkers. Its philosophy is rooted in craftsmanship, product uniqueness, and the creation of memorable experiences.

Each Doppio Malto restaurant features a warm, industrial design, visible brewing tanks, and long communal tables, the kind of setting where you can share both food and conversation. The menu is simple and comforting: grilled meats, burgers, and Italian classics that naturally pair with beer.
What makes Doppio Malto stand out isn’t just what’s on the plate (or in the glass), but what happens around it. The atmosphere encourages guests to stay, play board games, chat, and relax. It’s a mix between a pub, a restaurant, and a living room: it’s a model that turns dining into leisure time.

The company has developed an innovative, customer-centric business model, placing people at the centre of everything. Each restaurant is designed to be warm, colourful, and informal, measuring well-being not only by satisfaction but by happiness. Many locations feature recreational spaces and organize themed nights, such as karaoke, stand-up comedy, quizzes, table football tournaments, and more, all designed to be simple, recurring, and local. These low-cost, community-oriented events strengthen loyalty by creating positive, lasting memories.

Doppio Malto is part of a broader experiential movement reshaping the hospitality industry, especially in Italy. Restaurants are no longer just service providers but experience creators: they are places where food, atmosphere, and identity merge into one.

Other brands are following this path with their own distinct formulas. Eataly focuses on the celebration of Italian food culture and authenticity. Wiener Haus offers a Bavarian-inspired experience, combining beer, hearty dishes, and a festive, rustic atmosphere. Old Wild West, meanwhile, uses immersive Western-themed settings to create a sense of adventure and nostalgia while keeping its offering simple and approachable.

What unites these diverse concepts is their shared focus on emotional engagement. They go beyond serving meals: they sell moods, stories, and belonging. Doppio Malto fits perfectly into this wave with its distinctive Italian twist: it’s not about escapism or spectacle, but about joy, warmth, and human connection. Its “happy place” philosophy turns hospitality into something more personal and inclusive.

This trend reflects a broader shift in how younger generations experience hospitality. For many, dining out is also about connecting to people, stories, and emotions. Restaurants are becoming “third places,” halfway between home and work, where people recharge and socialise. Doppio Malto has captured this change by blending quality, authenticity, and playfulness into one coherent brand identity.

Doppio Malto is therefore an example of how modern F&B success depends on experience, atmosphere, and storytelling. It shows that beyond the food and drink, what truly counts is how a place makes people feel. In the end, Doppio Malto doesn’t just serve beer, it serves belonging, turning every visit into a little celebration of happiness.

Written by Sofia Stropeni