Doppio Malto combines beer brewed in Sardinia with a restaurant experience built around lunch, dinner, drinks, and time together.
SMAIL, its “Club of Happiness,” extends that experience into an ongoing customer relationship. Guests join at a participating restaurant or online, earn points through their purchases, and redeem for rewards connected to the brand they already enjoy.
The Problem This Blueprint Solves: Turn Restaurant Guests Into Returning Members
A restaurant visit can create a strong impression without creating an ongoing relationship. Guests enjoy their meal, pay, and leave, but the business still needs a reason for them to identify themselves and choose it again.
SMAIL connects those two moments. Signup is available during the restaurant journey, while points and a birthday benefit give membership value beyond the current bill.
The program gives Doppio Malto a practical route from serving a guest once to recognizing them on future visits. Customers receive continuity in return: their purchases build toward something instead of ending when the table is cleared.
The Blueprint: Make Joining Easy and the Next Visit Rewarding
SMAIL combines accessible enrollment, straightforward purchase earning, and a birthday occasion that brings the loyalty experience back to the restaurant.
1. Put Signup Where the Guest Already Is
Guests can join by scanning a QR code near the register or through Doppio Malto’s website. Membership is free, and customers can save their personal identification QR code to a mobile wallet after registering.
This gives the brand several opportunities to recruit members without depending on guests remembering to sign up after leaving.
The wallet pass then makes membership available on the next visit. Customers have a convenient way to identify themselves, connect another purchase to their account, and access earned rewards.
2. Make Restaurant Spending Build Toward Distinctive Rewards
Members earn 10 SMAIL points for every €1 spent on qualifying purchases at participating restaurants.
The published reward proposition includes bottles of Doppio Malto beer and limited-edition branded merchandise. Members can check their balance, available rewards, and collection instructions through their personal account.
This gives another visit a purpose beyond the meal itself. Customers can continue earning toward a product they already associate with Doppio Malto, while merchandise offers a different goal for those who want something to keep.
3. Give Members a Reason to Celebrate With Doppio Malto
SMAIL includes a birthday voucher for a two-liter beer dispenser, redeemable while having lunch or dinner at a participating restaurant. The published redemption window is within 30 days of the member’s birthday.
The benefit connects a personal milestone to a specific restaurant occasion. A member has a timely reason to return, and the format lends itself to enjoying the reward with others.
It supports repeat visits without requiring the customer to reach a points threshold before their birthday recognition becomes useful.
Rewards That Carry the Restaurant Experience Further
SMAIL’s reward selection stays close to Doppio Malto’s identity.
Beer bottles give members more of the product at the center of the brand. Limited-edition merchandise offers something lasting beyond another meal. The birthday dispenser brings the reward back to the table as part of a social occasion.
These choices give the program a recognizable character. Customers are earning toward more of the Doppio Malto experience, with rewards that can reinforce their preference for the brand when they decide where to go next.
How It Works
Joining SMAIL
Guests register for free through the website or a signup QR code at a participating restaurant. After registration, they can save their personal identification code to a mobile wallet.
Earning Points
Members show their identification QR code when making a qualifying restaurant purchase. The published earning rate is 10 points per €1, with points credited after the transaction.
Points can be earned and used across participating Doppio Malto restaurants. Home-delivery purchases are excluded from earning.
Viewing and Redeeming Rewards
The personal account holds the member’s balance, reward catalog, vouchers, and transaction history. To redeem a reward, members present their identification QR code to restaurant staff.
The available catalog and collection instructions determine what the member can claim.
Using the Birthday Benefit
Members can use their birthday voucher for a two-liter beer dispenser while dining at a participating location, within the published 30-day birthday window.
What This Blueprint Achieves
SMAIL supports member acquisition by placing signup within the existing restaurant journey. QR enrollment and online registration give guests practical ways to join, while a wallet pass makes identifying themselves again convenient.
Purchase points give subsequent visits continuity. Beer and merchandise rewards create goals customers can work toward, and the birthday benefit adds a separate, timely reason to return.
Together, these mechanics connect enrollment with retention. Doppio Malto gains a member relationship it can continue developing, while customers gain benefits that remain closely tied to the restaurant experience.
The Takeaway
Doppio Malto shows how restaurant loyalty can begin with a simple invitation at the right moment.
Make joining accessible during the visit, give future purchases visible progress, and build rewards around what customers already enjoy about the brand.
For hospitality businesses, SMAIL provides a useful blueprint for turning guests into members and making the next visit more worthwhile.
