Grams is Edinburgh’s inaugural naked cafe, presenting a pragmatic take on healthy eating by eliminating processed foods and focusing on freshness, affordability, and creativity. Amidst the bright and airy ambiance contrasting with the gritty Haymarket streets, we chatted with the owner, Lewis, about the value of honest food, the necessity of affordability, and the interplay between social media and cafe culture.
Could you share how Grams got its start?
I launched Grams in 2015 by creating some of our initial cakes and setting up a stall at Stockbridge Market, a popular weekly food and craft market in Edinburgh. Healthy baking was a personal interest, and I noticed no one else in Edinburgh was doing anything similar. After selling out at my first few markets, I knew I was onto something. Today, we have a cafe in the Haymarket area of Edinburgh, offering both sweet and savory dishes.
Your approach to healthy food seems very practical — why is affordability so important to you? Are you trying to counteract the elitism often associated with healthy eating?
Healthy eating can indeed be pricey. While a salad might be inexpensive, they often lack balance, containing few carbohydrates or being drenched in high-sugar sauces. We strive to make every dish affordable, balanced, and delicious, giving equal importance to each of these aspects.
Is there any specific food culture, either international or local, that has influenced your brand and menu?
My sister lives in Melbourne, Australia, where healthy eating is taken very seriously. Raw cakes and juice bars are ubiquitous, and the coffee quality is exceptionally high. Although Edinburgh sometimes lags behind in certain food trends, I’ve noticed a growing shift towards healthier, more wholesome, and exciting food options.
Do you enjoy experimenting with unconventional flavor combinations in your cakes? Does using only whole ingredients limit your creativity?
We love experimenting with flavors! We use classic savory combinations not often seen in cakes, like strawberry and basil. Our ingredient choices do limit us somewhat, but we plan to introduce protein cakes and baked cakes, which will allow us more ingredients to experiment with.
What is your best-selling cake?
Our ‘Snickers’ bar is probably our best seller. Everyone loves peanut butter!
Your vibrant food photography has garnered a significant Instagram following. How has social media influenced the growth of Grams?
Social media has been crucial in our development as a small, independent business. Starting with a tight budget at Stockbridge Market, it was hard to reach anyone not present at the market. Our colorful cakes and savory bowls were perfect for Instagram, helping us reach a wider audience. We aim to stand out on social media by being more realistic and avoiding the “you should only eat a certain diet” narrative. It’s about balance, which appeals to many people.
How do you think social media is impacting food and cafe culture in general?
Social media benefits small businesses by allowing them to reach thousands for free. However, it also sets an unrealistically high standard of presentation for that perfect Instagram post. While our cakes look attractive due to natural ingredients, I prioritize teaching my staff to make great coffee before focusing on latte art. Sometimes, it’s not all about aesthetics.
What lessons have you learned while growing an independent business?
It’s challenging! As everyone says, the mental fatigue is hard to describe. There’s always something to consider. The most important lesson I’ve learned is to build a strong team of people you trust to take charge. If you can’t step away from the business even for five minutes, it’s time to find a new team.
Lastly, are there any exciting developments in the pipeline for Grams? What are your future aspirations for the business?
We’ve just launched a home delivery service and have a few more projects in the works. We aim to introduce high-protein cakes as another low-calorie option and a ready meal range offering well-balanced meals for customers to prepare at home. We also plan to collaborate with and deliver to gyms and CrossFit boxes around Edinburgh, which is very exciting.