Established in 2018 by three visionary Emirati friends, Behind The Cup (BTC) stands as a testament to the power of friendship, shared dreams, and a relentless drive for excellence. Our journey began with a heartfelt passion for business and a deep-rooted love for horses, show jumping, and specialty coffee. This unique combination inspired our ventures: Hoof, Archers, theHUT, bkry, and our upcoming project, Benchmark.

Hoof is a specialty coffee café originating from Sharjah. With its neutral hues and equestrian theme, it offers a wholesome experience from start to finish. Here, you can enjoy a top-notch breakfast, pastries, and lunch bites paired with superior coffee beans sourced from thirteen countries and roasted by Archers. Archers is a specialty coffee roaster, green coffee trader, and certified coffee academy providing education and supplying quality specialty coffee raw materials in the UAE. Hoof has branches in Muweilah, Misk, Aljada, Grove Village-Ras Al Khaimah, and Dubai Mall.

theHUT is a minimalist and beautifully designed atmospheric café, surrounded by a leafy canopy of trees, perfect for those seeking relaxation and exceptional coffee experiences. You can find theHUT in the heart of Aljada Nursery and at Sharjah International Airport.

bkry is an artisanal bakery located at Alserkal Avenue Dubai, promising to tantalize your taste buds with baked goods that are culinary masterpieces. “Not just a bakery,” bkry is “an experimental bake space” where artisanal baked goods are created right before your eyes using grains processed inside the bakery. With a substantial breakfast menu, as well as lunch and dinner options, this bake space has been transformed into a full-service restaurant.

Benchmark, our upcoming edition, is a café with a micro roastery, dedicated to roasting its own coffee to perfection.

In addition to all this, we have Consultas, which provides expert advice and guidance to businesses to help them improve their performance, efficiency, and profitability in various areas such as finance, marketing, operations, human resources, and strategy.