From September 2025 - to the present I’ve worked as the Social Media Manager and Content Creator for local Edinburgh bistro The Gruff Goat.

It’s been a highly rewarding role that has taught me a lot about how to market a bistro to the wider city. When I began working for The Gruff Goat my goal was to create an image of a cozy, well-loved and family-run establishment that, despite having opened recently, seemed as though it could have been in the city for years.

In order to do so my photography focused on creating high-quality visuals of the plates and food as well as aiming to capture members of staff in small moments of happiness— smiling without knowing I had the camera pointed at them. Occasionally I take photos of patrons, too, but it’s very important that consent to be photographed is obeyed. If I take a photo of a customer, or of a staff member, I always notify them that I took the photo and ask for permission to upload onto social media.

In eleven months:

-I have created 63 posts, amassing 3,016 views in the highest view count and 350 views in the lowest

-Followers have increased from 13 to 207

-The Gruff Goat has received hundreds of views online and commonly appears on Google as a recommended ‘place to eat in Edinburgh’

-My photos have been used to promote the website, where customers make bookings, leave reviews, and have a chance to admire high-quality food

The strategy I have employed to promote The Gruff Goat has focused on quality photography that advertises its food to an already-busy bistro, and allowing visitors and students the chance to enjoy inexpensive plates of food in Edinburgh Central.