The story below is from our March/April 2022 issue. For more stories like it, Subscribe Today. Thank you!
Meet the talented women whose dedication is helping to define local hospitality.
Experiencing hospitality in a restaurant or bar possesses an intangible quality, but one knows when they’ve experienced it—it feels something like magic. It’s the greetings and gestures of welcome, the extension of simple acts of kindness, having someone intuit exactly what one needs in a particular moment, often before they know it themselves. It’s the dedicated servers, bartenders, bussers, baristas, cooks, dishwashers, and managers, who share a piece of themselves with every service.
But hospitality is reciprocal, too. It asks one to remember that they are guests, and to express their gratitude and celebrate the people who make these moments happen. It’s the bakery manager who remembers your favorite pastry, the cook who makes you something off menu just to make you feel at home, or the dishwasher who’s worked at the same restaurant for nearly a decade and still prefers to remain anonymous.
The talented women of Roanoke’s food and beverage community continue to redefine hospitality, not only in how they serve us, but how they lift up one another, too. Here, we meet and celebrate six of them.
Nusreta Nezirović, Front of House Manager, Bread Craft
Nusreta has worked at Bread Craft for nine years, starting as a front of house employee and working her way up. Her trademark warmth and smile make many industry regulars think of her as synonymous with hospitality, too.
Hospitality is: Making sure whoever comes through the doors feels welcomed, taken care of and remembered. There is nothing sweeter than seeing someone’s face light up when I remember their favorite pastry or ask them about an event going on in their life.
Most memorable local hospitality moment: I began working at Bread Craft in 2013. Within the first few weeks, I started remembering people’s names and their favorite breads and pastries. ... It’s safe to say my regulars know me and I know them pretty well! Fast-forward to 2016 and I get diagnosed with cancer at the age of 21. I initially wanted to keep my battle with cancer private, but I continued to work during treatment, which made it impossible to hide. My regulars were the first to notice and ask questions. Treatment consisted of 12 rounds of chemotherapy and at each round, one of my regulars would come by the cancer center to drop off snacks, drinks, flowers and encouraging cards. They took turns doing this for an entire year and never missed a single round. I couldn’t believe the immense love and kindness I was being shown during such a dark, scary time. At one point, I remember worrying it was too much for them to keep doing. They reassured me it was not too much and that it was the least they could do after I had been taking care of them for years at the bakery! It hit me then that the hospitality I had shown them, they were showing me back in return. It was full-circle and something I will hold close to my heart forever.
A local woman in hospitality you look up to: Devon Steiner from Crystal Spring Grocery. She does it all with such style and grace.
What advice would you give to other women who want to work in the industry? The most important thing in this industry is to make sure you genuinely care for the guests and the experience you give them as a host. Focus on that and you’re set.
Go-to bar or restaurant: I love having an Indian Cosmo with garlic naan at Taaza, then heading over to Community Inn for a pitcher of beer and some fried pickles. Both places have the loveliest staff.
Shaneice Jones , Baker/Owner Sweets By Shaneice
Shaneice worked in hospitality for 13 years before opening her namesake bakery in downtown Roanoke in late 2021. She specializes in custom cakes, but offers a daily selection of cupcakes, cookies, cake pops, hot cocoa bombs, and cheesecake cones.
Hospitality is: Being attentive to your customers’ needs and doing everything possible to make it right.
Most memorable local hospitality moment: A customer messaged me about getting a cake made with a week’s notice, due to her other cake lady canceling on her. I took the last-minute order with open arms. She sent me a photo of the cake that she wanted. When she picked it up, she took one look at it and told me that the cake looked way better than what she expected, and that I had a new regular customer.
A local woman in hospitality you look up to: My old store manager Keri at Sheetz. She showed me everything there is to know about hospitality. She helped me grow and promoted me to a shift manager at the age of 18.
What advice would you give to other women who want to work in the industry? Never give up. There are times that I want to give up all the time, but I have to remember, ‘this is mine and I will not let it fail.’
Go-to bar or restaurant: Table 50 or Texas Roadhouse.
Leslie Cadillac, Bar Manager, The River and Rail
After a dozen years in the industry, including stints in catering and front of house positions, Leslie has found her groove behind the bar at The River and Rail where she has a knack for crafting the perfect drink for the moment.
Hospitality is: It’s treating people like family. Greeting guests with a warm smile, making sure they’ve got anything and everything they could possibly need, and being there to offer an ear or a thoughtful opinion. Hospitality is getting to know someone well enough in a short period that you can direct them to their perfect meal or bottle of wine. Hospitality is good food and drink with deep conversation and friendly ambiance. It’s sharing a little piece of yourself with every person who comes through the door.
Most memorable local hospitality moment: We recently had a couple from DC drive all the way back to Roanoke to dine with us after first dining with us in November 2021. They said they came back for the fantastic martinis and service. Attention to detail is everything and seeing people genuinely light up when taking the first sip of a drink or bite of food is just the highest compliment a guest can give their server.
Karen Andrea Liendo, General Manager, Leonore Restaurant
Karen started her career at age 11, working at her aunt’s restaurant, Grace’s Place. Now she manages Leonore Restaurant, her father Miguel Liendo’s Venezuelan and Italian eatery in downtown Roanoke.
Hospitality is: The extension of home and kindness. It is such an amazing feeling to walk into an establishment and to be greeted with smiles, respect and compassion.
Most memorable local hospitality moment: One little girl didn’t want anything on the menu, so I simply asked, “What would you like to eat?” With the best smile she said, “Macaroni and cheese!” I spoke with my father, and he said, “No problem!” When I served her the dish, the happiness that radiated from her from this simple act of kindness made my week. She loved every bite; that night we decided to add Sylvia’s mac and cheese to our kids’ menu in her honor.
A local woman in hospitality you look up to: Kat Pascal is an inspiration and role model as a hard-working minority woman. She’s always willing to help however she can and makes you feel like you’ve known each other for decades. She shows dedication in every project she is involved in.
What advice would you give to other women who want to work in the industry? Get to networking events! There are so many amazing opportunities and people to meet if you take the time to connect with others.
Go-to bar or restaurant: Crescent City BBQ. The bartender and staff are so kind, and their specialty drink selection is great.
María Arellano, Owner/Head Cook, Lupita’s Tacos
María started her career doing catering gigs, but since opening her taqueria on Williamson Road in 2019, she’s earned a loyal following for her carnitas and al pastor tacos (especially on Taco Tuesday).
Hospitality is: Providing the customer great, authentic food. My food is like bringing my heritage to my new home where I can share it with my community so they can enjoy the food, without paying for a flight to Mexico.
Most memorable local hospitality moment: A tour bus stopped by looking for breakfast. Even though we do not serve breakfast, I went off menu and served them an authentic Mexican breakfast because I knew they were tired from traveling. I made huevos con chorizo.
What advice would you give to other women who want to work in the industry? Have a great attitude and enjoy what you do.
Go-to bar or restaurant: China Wok. Their food is amazing. I order the chicken with mixed vegetables.
Amanda Coleman, Breakfast Manager, FarmBurguesa
Amanda started her hospitality career working in the kitchen at local burger joint FarmBurguesa before moving to front of the house positions and being promoted to breakfast shift manager.
Hospitality is: Caring about your customers’ wellbeing and appreciating the fact they’ve trusted you enough to invest in the services you’re offering.
Most memorable local hospitality moment: When I received my first negative review. I couldn’t believe it at first. But I thought about the situation and put myself in their shoes. I’ve strived to do better every day since and have only seen positive reviews.
A local woman in hospitality you look up to: I’d like to send a shout out to all women and moms in hospitality! It takes a great deal of strength to balance life, work, and kids. I enjoy discovering when local women open new businesses or accomplish one of their goals and it’s celebrated in the media.
What advice would you give to other women who want to work in the industry? Apply yourself in everyday tasks; no matter how easy or small they may seem, always give 100%. Success is success!
Go-to bar or restaurant: I like to entertain at my home bar, but I enjoy going to El Rodeo with friends for drinks and chips and salsa.
The story above is from our March/April 2022. For more stories, subscribe today or view our FREE digital edition. Thank you for supporting local journalism!