Who We Are?

Al Toobi New Enterprises is a new F&B and Services company established in the late 2013 with a sole purpose of bringing to the Sultanate of Oman unique brands and services to the local environment.

With the idealistic leadership of its CEO, Mr. Ismail Al Tubi, we introduced our initial brand called Italian Barrista Cafe (IBC) that was launched in August 2013.

Eventually, with humble success we expanded with 8 more IBC outlets in Sohar, Salalah, Suwaiq and other in Muscat (Qurum PDO road, Araimi Boulevard Al Mouj)

Araimi is Armi & Al mouj is A mouj) Other brands were launched as well, namely Pristino Coffee, Magic Trailer (Mexican dining concept) Al Marzab Restaurant (Oman and Arab concept cuisine), and diversified the businesses with Services such as Catering, Laundry and Supplying of Kitchenware products.

We are expanding our business and operations globally. Starting with opening our brand outlets at Prime locations in Dubai and Abu Dhabi.


To Bring genuine and satisfied smile to the customer's life every time they dine or received our services as well

To Offer an international feel of ambience with a superior quality food to our customers


To be "The First top local Food and Beverage Company, as well as Catering. Laundry and Kitchenware Supplier in Oman

To Offering an international feel of ambience with a superior quality food to our customers Bringing smile to their life every time they dine

Achievements & Awards

Core Value

Our Customers can trust our products and services because we act with integrity and do what is right

We strive for excellence in everything we do

We leverage our strengths and capabilities across our organizations to earn our customers respect and loyalty

We act responsibly to ensure the safety of our people and products Contribute to our local communities, and care for our environment

Customer Focus
We are passionate about customers and consumers and embrace their priorities as our own