Can you briefly present Doppio Malto and it’s main challenges ? 

Doppio Malto is an Italian craft brewery and casual dining brand, born in 2016 with the acquisition of its first location in Erba. After opening the first venue inside Scalo Milano Outlet in 2017, the brand has accelerated its expansion and will close 2025 with 60 restaurants, over half operated by franchisees, 53 in Italy and 7 in France.

As we continue to grow and shift more towards franchising, with 15 new openings planned in Italy and a target to double our presence in France by 2026, choosing the right locations becomes increasingly strategic, and increasingly complex.

Can you share a way MyTraffic helped you make a store opening ?

One example is the new store opening in Lucca. We received a proposal for a venue that had recently closed, which can either be a great opportunity due to lower CAPEX or a risk if the location is structurally weak. MyTraffic allowed us to go deeper beyond first impressions, analysing 2024 vehicle traffic and historical pedestrian flows. The weekday heatmap showed constant footfall throughout lunch and a strong increase late afternoon thanks to the large nearby parking area and tourist buses.

The results

We had the confidence to proceed, closed the negotiation with the landlord and secured the site. The Lucca restaurant officially opened on September 10th 2025, with a much higher level of certainty on performance potential before investing CAPEX.

MyTraffic helped us significantly reduce ambiguity during the evaluation phase, especially in a context where the space was previously closed and risk perception is naturally higher. Weekly flows, lunch behaviour and late afternoon pedestrian lift were clear, objective and measurable.

Are there other use cases you’d like to share ?

Another example is our opening in Rende (Calabria). It’s a university city with more than 20,000 students and we had two simultaneous proposals with two different franchise partners. On paper, both options looked good : both already had venues to propose, but with different timelines and different market contexts.

MyTraffic helped us compare the two options objectively. While traffic levels appeared similar at first glance, the 30-minute walking isochrone revealed a huge difference in real reachable target. The location inside the Sport Village offered access to a far larger share of the population we wanted, students, even if it required building the unit from scratch.

Onsite validation confirmed what the data showed. We deliberately excluded the “ready to open” option, waited one more year, and decided for the Sport Village location. The store will opened in August 2025, with a strategy and event calendar fully designed around the university student audience.

This was a turning point for us: the decision was no longer driven by immediate readiness or basic traffic metrics, but guided by reliable catchment data. The one-year delay produced a stronger, more sustainable outcome, and MyTraffic was key in de-risking that choice.

‍

If you want to learn more about MyTraffic, you can start by testing out our free tool !