Antony Baker

Antony Baker is a senior operations and franchise leader with over 20 years’ experience in hospitality and food retail — and he’s pretty much done it all. He’s worked as a franchisor, a franchisee, and an operator from the bottom up, which means he understands the realities of running a business from the shop floor right through to the boardroom.

He’s currently Director of Operations at Freshly Baked Ltd, where he leads UK and Ireland operations for Auntie Anne’s and also recently helped launch Smashburger brand Fat Phill’s into the UK. His role covers everything from strategy and marketing to training, systems, and new store openings — all with a focus on growing the brand, helping franchisees succeed, and teams perform at their best.

Known for his practical, people-first leadership style and sharp commercial instincts, Antony is passionate about building strong brands, simplifying operations, and creating cultures where people genuinely enjoy doing great work.