Shaun Baker, the Catch is all

Shaun Baker: From Hook to Plate, at the Helm of Mure's a la Carte Restaurants

Shaun Baker didn’t ease into his new role – it was an adrenalin rush from the get-go.

His first day after relocating from Melbourne to take on the role of General Manager at Mure's Upper Deck and Pearl + Co in Hobart, Tasmania, was nothing short of extraordinary. It coincided with the fully booked grand reopening of Upper Deck, where Premier Jeremy Rockliff officially cut the ribbon following an impressive renovation. To his amazement, Prime Minister Anthony Albanese was also in attendance.

In over 20 years in the hospitality industry, he had never witnessed so many dignitaries at a single event. It was a powerful welcome and a clear sign he was joining a very special and unique company.  Energised by the moment, he felt proud to be part of the Mure's family business and excited to make a meaningful impact.

Built in the Fire

Shaun stepped into his first General Manager role at just 20 years old, taking the reins at Irish Murphy’s Pub in Brisbane. Only three years later, he was running The Empire Hotel & Press Club — The Empire was a three-level venue he had was lining up to party at when he was 18. At the time, Press Club was one of Australia’s most awarded cocktail bars. “It was a fast jump into the deep end of large, high-energy venues,” he says — a challenge that shaped his career and sparked a passion for leading busy, complex hospitality operations.

But speed and scale didn’t rattle him. It energized him.

Shaun moved to Melbourne to take on larger venues, eventually transitioning from nightclubs into major sporting arenas. By 25, he was managing back-of-house operations and food and beverage at Marvel Stadium. From there, he returned to Queensland to join Urban Purveyor Group (later Rockpool Dining Group), stepping into a state-level leadership role where rapid expansion wasn’t just encouraged — it was expected.

Soon after, he was promoted to Food & Beverage Director and relocated to Sydney. It was there that Shaun discovered his passion for business growth.

“We were aiming to open a new venue every month for years,” he recalls. “The pace and excitement of launching so many businesses, while managing a growing portfolio of over 30 venues across multiple brands, was an incredibly challenging experience — and one I’ll always be grateful for.”

And grow they did. In one week alone, Shaun and his team opened five restaurants across two states.

“We built an incredible team of over 1,000 staff, and any growth strategy placed in front of us — we ran with it and made it a success.”

The Sugar Rush Crash

During COVID, Shaun joined Good Group Hospitality — a New Zealand-based restaurant group expanding into Australia. Over the next two years, he played a key role in opening six venues across the country.

But then interest rates hit.

“There was that sugar rush after COVID,” he recalls. “People had money, government stimulus was flowing, and there was huge pent-up demand. Everyone was out. And then — boom — interest rates climbed, and the premium end of hospitality nose-dived.”

A New Chapter, and a Bigger Why

After a decade spent travelling the country opening and operating hospitality businesses, Shaun decided it was time to slow down — at least geographically. He and his family made the move to Tasmania in search of a better balance, trading constant flights for fresh air and a grounded lifestyle. It was a slower pace, but not a smaller vision.

Joining Mure's meant stepping into a business with over 50 years of remarkable family legacy. Founded by George and Gill Mure and later shaped by their son Will and his wife Jude — pioneers in Australia’s seafood industry — the business is now also managed by the next generation of Mure's. Few hospitality operations in the country can match its depth and experience: Mure's owns its own fishing boats, seafood processing facility, and operates an award winning multi-level dining experience on Hobart’s waterfront.

“The Mure's ‘hook to plate’ philosophy is incredible,” Shaun says. “You can taste the difference — but most people don’t realise why it tastes that good. It’s our team’s job to share that story with every guest.”

That’s where he comes in.

What a catch! And served that day.

Crafting Experience from Story

At Mures, Shaun’s mission goes beyond service — it’s about storytelling.

He wants every guest to understand why their meal is so exceptional. That the Southern Bluefin Tuna on their plate may have been caught just yesterday by Jock Mure, navigating swells in the Southern Ocean while seals chased their catch. That the Blue Eye Trevalla on Upper Decks signature dish wasn’t sourced from a nameless supplier — it was caught on Diana, the Mure family boat named after Will’s grandmother which is Captained by Wilson Mure.

Even the waiters serving each table aren’t simply reciting scripts — they genuinely believe in what they’re presenting: a premium product with generations of heritage behind it.

This winter, Shaun helped launch a sold-out Southern Bluefin Tuna Carving Degustation series as part of Tourism Tasmania’s Off Season campaign — partnering with local, multi-generational winemaking legends Pooley Wines to elevate the dining experience even further.

Because at Mures Upper Deck, premium dining isn’t just about price.

It’s about a connection between the sea, our Tasmanian heritage, and every guest we welcome.

Key Takeaways from Shaun Baker

• Pressure Reveals Character

  
  

  The first days won’t always be kind — if you’re in, be all in.

• Speed Looks Good… Until It Breaks

  
  

  Growth is great, but don’t scale faster than your success can sustain.

• Not Every Boom Is a Business Model

  
  

  Sugar rushes fade. Build something that lasts beyond the hype.

• Service Is Story

  
  

  When guests understand the why behind what’s on the plate, they come back — not just for the food, but for the meaning.

• Local Roots Scale Best

  
  

  Shaun is backing Tasmania — not just as a location, but as a brand. Its produce, its people, and its stories are what set it apart.

  
  

Final Word

Shaun Baker doesn’t talk like a hype man. He talks like a builder.

No ego. No shortcuts. Just deep care for the people, the product, and the pace.

From the big city nightclub circuit to a fishing town in Hobart, the thread is clear:

Lead through the chaos.

Master the craft.

And always serve something that matters.