The Trio Behind Hospitality Concept
Three young Omanis. One quiet ambition — to rewrite the rules of what a homegrown restaurant group can be.
In 2018, the Trio opened a small bistro in Qurum. They were young, Omani-born, and convinced of one thing: Muscat was ready for a new kind of restaurant — neither imported chain nor formal hotel dining room, but something in between. Somewhere a family could eat well on a Tuesday night, where a coffee at 11 a.m. felt as natural as a long lunch on a Friday, and where the design of the concept mattered as much as the plate.
Seven years later, Ms. Wisal Al Harthi, Ms. Widad Al Harthi, and Mr. Al Nadhar Al Harthi are the partners behind Hospitality Concept LLC — the parent company of Urbano Bistro, now operating across three of Muscat's most-visited addresses: Qurum, Al Araimi Boulevard, and Mall of Oman, with a fourth Urbano opening at City Centre Muscat and Nuraia opening at Mall of Oman.
With 89,000+ followers on Instagram, a 4.8-star Tripadvisor rating at Mall of Oman, and a steady drumbeat of new openings on the horizon, the trio has quietly become one of the most-watched young hospitality teams in the Sultanate.
They didn't grow up in the restaurant business. They built it.
Three Omanis, one operating philosophy
What separates Hospitality Concept from a typical food-and-beverage start-up isn't capital, location, or menu — it's how the three partners divide the work. Each founder owns a clear lane.
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i.Ms. Wisal Al Harthi
Co-Founder · Partner
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ii.Ms. Widad Al Harthi
Co-Founder · Partner
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iii.Mr. Al Nadhar Al Harthi
Co-Founder · Partner
What "next level" actually means
The phrase gets thrown around in the Gulf hospitality scene like confetti. For the Trio, it has a precise meaning:
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01
Building a multi-brand group, not just a chain.
Hospitality Concept LLC was structured from day one as a parent company — not a single-restaurant LLC. Urbano Bistro is the first concept. Nuraia is the second. Others are in development.
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02
Designing for repeat visits, not for opening week.
Every Urbano interior is built around a returning customer's habits. The Mall of Oman site, with its plant-forward design and 68 covers, was intentionally sized for relationships, not Instagram traffic.
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03
Investing in Omani hospitality talent.
From front-of-house to head chef, the Trio prioritises hiring and developing local capability. The long game is an Omani restaurant group that can compete with regional names on quality, not just on heritage.
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04
Exporting the concept, eventually.
Conversations are already underway about Urbano beyond Muscat — and beyond Oman.
What you see when you walk in
Urbano was never defined by a single signature dish. Visit Qurum on a quiet Sunday morning, then step into Mall of Oman on a Friday night — the menu remains consistent, yet the atmosphere reshapes the experience. Greenery softens each setting. Banquettes are finished in calm, neutral tones. The mint-green logotype, central to the brand identity, appears with restraint: a subtle stem, a fine stripe, a quiet dot concluding the wordmark. Nothing is loud; every detail is deliberate.
That sense of restraint defines the Trio. It also signals what comes next for Hospitality Concept LLC — a phase that, to a discerning observer, reflects a carefully considered strategy, unfolding steadily and with intent.