Let’s talk about something that doesn’t come easily to many women in hospitality: self-promotion.
Whether you’re running a café, leading a kitchen, or juggling the chaos of a Saturday service,chances are you’re doing something pretty extraordinary. But when it comes time to talk about it, post it, or even acknowledge it out loud… something gets in the way. The hesitation. The awkwardness. The “I don’t want to sound full of myself” feeling.
You’re not alone.
Hospitality is an industry built on service and on taking care of others. And for many women, especially in customer-facing roles, we’ve been taught to keep our heads down, work hard, and let the results speak for themselves. But staying quiet doesn’t just hold us back, it keeps our stories, impact, and leadership hidden.
So why is self-promotion so hard for women in hospo?
For starters, we’ve grown up with the belief that being liked is as important as being respected. That humility is admirable and confidence (especially in women) can be seen as arrogance. And in hospitality, where emotional labour is part of the job and much of what we do happens behind the scenes, it’s easy to feel like our contributions are invisible.
But here’s the truth: the more we share our stories, the more we lift the industry.
Here’s how we can shift the mindset:
*Tell the story, not the stats.
Talk about how you turned a struggling shift into a success, mentored a junior barista, or nailed your first solo service. Self-promotion doesn’t have to sound corporate, it can be real, raw, and relatable.
*Start where it’s safe.
Not ready to blast it on LinkedIn? Share your story in your team meeting, with your supplier, or right here in the WCR community. Every time you practice, it gets easier.
*Celebrate each other. Loudly.
If a fellow woman in hospo is doing great things, say it. Post about it. Nominate her for awards. We create space for ourselves when we shine the light on others too.
*Own your role.
You’re not just a barista. Not just a café owner. You’re a leader, a problem-solver, a creator of culture. It’s time we said it like we mean it.
At WCR, we believe visibility matters. Not for ego, but for change. The more women who step forward and speak up, the more we reshape what leadership looks like in hospitality.
So next time you hesitate to share your win, remember: it’s not about showing off, it’s about showing what’s possible.