At A Glance

Mark Murrell, founder of Get Maine Lobsters, shares key insights from his entrepreneurial journey, emphasizing the importance of resilience, quality, and customer service. In this article, Mark discusses how he navigated the challenges of scaling his business, the pivotal role of offering exceptional customer experiences, and why focusing on top-tier quality products is crucial for long-term success.

Who is Mark Murrell

Meet Mark Murrell, Founder of Get Maine Lobster!

About Get Maine Lobster

Get Maine Lobster specializes in eco-friendly harvested lobster, scallops, swordfish, and morning, shipped right to your door. The company’s stated mission is to “turn eating into an experience.” 

Mark’s Journey

Mark moved to Maine at age six and never imagined he’d one day own a lobster business. It wasn’t until he relocated to Chicago that he realized how rare high-quality seafood was outside New England. As a marketing consultant, he returned home often, and during one visit, a local fishmonger mentioned wanting to sell lobster online. Mark offered to do some research and quickly saw the opportunity: most Americans couldn’t access the kind of fresh, reliable seafood he’d grown up with. When the shop owner hesitated, mainly due to the demands of customer service,Mark stepped in. “If someone in Iowa has a question at 7 p.m., you need to be ready,” he said. The owner passed. Mark launched the business himself four months later. He didn’t have a background in shipping perishable goods, but he leaned on his marketing instincts, listened closely to customers, and built from there.

Team at Get Maine Lobster

Mark’s operation runs lean but adapts to seasonal demand. In quieter months like April, the team shrinks to around ten core staff, but during the December rush, it scales up to 20 or 30. The structure includes three dedicated customer experience reps, two overseas and one in Maine, as well as small teams managing fulfillment, operations, logistics, and marketing. Packing and shipping high-value, perishable lobster requires precision, and everyone pitches in when needed. “I was taping boxes this morning,” Mark said, highlighting the hands-on culture that keeps the business running smoothly. Mark approaches the lobster business with a customer-first mindset, what he calls thinking “from first click to last dish.” It’s a framework that ensures every step of the process, from discovery to dinner, delivers an unforgettable experience. 

Because lobster is often tied to special occasions, he believes the responsibility starts at sourcing. “We don’t sell cheap lobster,” he says. Only a fraction of the catch, sometimes as little as 20%, meets the company’s standards for shipping. The rest stays local or is processed into tails and meat, sourced through trusted partners with equally high standards. Attention to detail runs deep, even down to appearance. Mark recalls a lesson from a meat supplier who served airlines, where two passengers in first class must receive steaks that look identical. That level of consistency informs his process: every lobster tail must be visually uniform, intact, and pristine. “We inspect them all. The fins have to be there, the sizing has to match,” he says. It's that kind of rigor, he believes, that turns a shipment of seafood into a memorable experience.

Business Growth and Revenue Strategies

For Mark, growth has come from understanding when and how people want to enjoy lobster. Holidays drive the bulk of demand,“How many people are eating lobster on a Tuesday?” he quips, but the emotional pull of a special meal is where the product truly shines. “Lobster makes a statement,” he says. Capitalizing on that, the company has leaned into novelty, offering rare, oversized lobster tails that consistently sell out. These standout items help drive viral traction and word-of-mouth buzz. “We get texted inventory lists every morning,” Mark explains. “If those giant tails come in, we grab them fast.” It’s a strategy that mixes scarcity with spectacle, few things spark excitement like a lobster tail the size of your forearm arriving at your door.

This year, demand was so intense that the team had to rent an additional facility in Maine just to handle the volume. His main location can ship around 1,200 orders a day, but in December, that number can surge to 6,000. To manage it, they divide operations: live lobster and fresh product go out from the wharf, while a temporary facility handles all frozen items. “It’s wild,” Mark says, “but my team just knows what they’re doing.” The systems and experience they've built allow the massive holiday flow to move with precision.

Innovation and Adaptability

Mark is focused on refining what customers already love, elevating his best-selling products through thoughtful enhancements, like premium butters, custom seasonings, or simplified prep options. He’s also eager to expand through brand collaborations, partnering with companies that share a similar customer base but offer different products. “Let’s converge,” he says. “Let’s gather together.”

As traditional platforms like Meta and Google grow more crowded, Mark is exploring more personal, experiential ways to engage new customers. One idea he’s considering reviving: an in-home dining experience where he shops, cooks, and serves a custom seafood meal. “It was such a special connection,” he says. “I’d love to bring that back.”

Mark’s Advice

Mark advises aspiring business owners to be sure that entrepreneurship is in their nature before diving in. "It takes a special kind of person to handle the ups and downs," he says. The key to success, according to him, is focusing on delivering the highest quality product or service. "If you do that, you'll likely succeed, though it may take time, because consumers deeply value quality in whatever they buy."

He also emphasizes the importance of not cutting corners. "No one wants cheap lobster. Even if it's less expensive, it’s still a bad experience." Mark believes that when you commit to quality, customers are willing to pay more for it, ultimately making your business thrive.