Craft. Culture. Coffee!

The UAE’s food and beverage industry is a playground for innovation, where passion meets craftsmanship. Few embody this spirit better than Abdalla Ibrahim Almulla, an Emirati entrepreneur and co-founder of Behind the Cup (BTC). What started as a love for coffee, business, and equestrian culture has flourished into a pioneering venture that is shaping the country’s specialty coffee landscape.

BTC’s growth journey began with Hoof, a specialty coffee café in Sharjah that blended equestrian culture with artisanal coffee. Building on its success, BTC expanded to five locations across the UAE and launched Archers Coffee Roastery in 2019, supplying premium beans to cafés nationwide. Archers Academy followed, establishing itself as a premier training campus for coffee professionals. BTC’s innovation continued with theHUT, a minimalist café in Aljada, and bkry, an artisan bakery in Alserkal Avenue. Most recently, with Benchmark the company introduced a specialty coffee omakase experience. With rapid expansion and global ambitions set for 2025, BTC continues to redefine the coffee and culinary landscape.

In this exclusive interview, Abdalla shares insights into his journey, the challenges of scaling unique F&B concepts, and the future of the coffee and bakery scene in the UAE.

Creating Experiences Beyond Coffee
“The UAE is a place of innovation and ambition, and that’s exactly what drives us,” Abdalla explains. “We saw an opportunity to create spaces that go beyond just coffee and food—places where people connect over exceptional experiences. Each of our brands—Hoof, Archers, theHUT, bkry, and Benchmark—has a unique story, but they all share a passion for quality and a deep respect for craftsmanship.”

Navigating the UAE’s Dynamic F&B Landscape
Running multiple concepts in a fast-paced market like the UAE comes with its own set of challenges. “The biggest challenge is maintaining consistency while scaling, especially in an industry where details matter,” Abdalla notes. “Finding the right talent, sourcing premium ingredients, and ensuring a seamless customer experience are constant priorities. But these are also the challenges that keep us evolving.”

Embracing Competition as a Catalyst for Growth
 Rather than seeing competition as a threat, Abdalla views it as motivation. “The UAE market thrives on diversity, and every new concept challenges us to refine our offerings. We focus on building strong brand identities rather than chasing trends. When you stay true to your vision, customers recognize and appreciate it.”

Understanding the UAE Market’s Unique DNA
According to Abdalla, the UAE’s rich cultural mix makes it a one-of-a-kind market. “People here are well-traveled, open to trying new things, and appreciate authenticity. It’s a dynamic market that pushes businesses to innovate constantly, which is what makes it so exciting.”

The Future of Coffee and Bakeries in the UAE
Abdalla sees the UAE’s coffee scene shifting towards more immersive experiences. “Specialty coffee is no longer just about the cup—it’s about the story, the process, and the craft. We see more demand for curated experiences, like Benchmark Coffee Omakase, where customers explore coffee more interactively. On the bakery side, there’s a growing appreciation for artisanal techniques and ingredient transparency, which aligns perfectly with what we do at bkry.”

Building Customer Loyalty Through Experience
Customer loyalty, according to Abdalla, is rooted in emotional connection. “It’s not just about rewards programs—it’s about consistency, quality, and genuine engagement. From the way our team interacts with guests to the details in every cup and plate, we aim to create moments that people want to return for.”

Key Learnings from the Food Service Industry
When asked about the top lessons he’s learned in the industry, Abdalla highlights three core principles:

1. People drive the business – “Whether it’s customers or team members, investing in people builds longevity.”
2. Consistency is key – “Trends come and go, but quality and authenticity keep brands relevant.”
3. Adaptability wins – “The market shifts fast. Staying open to change while maintaining core values is what makes a concept thrive.”

Abdalla Ibrahim Almulla with his experience and innovative approach is not just serving coffee—he’s crafting experiences, shaping the future of specialty coffee, and leaving a legacy of innovation and cultural preservation.