Sacramento, California, August 28, 2025
News Summary
The California Restaurant Association has launched a billboard campaign in Sacramento to raise awareness about the rising costs of dining out. Featuring the message “W-T-F… What the Fork,” the initiative targets lawmakers and the public, addressing the financial pressures facing restaurant owners amid increasing operating costs and pandemic-related debts. The campaign aims to spark dialogue and prompt action to support local eateries struggling to maintain profitability.
Sacramento, California – The California Restaurant Association has recently launched a new advertising campaign aimed at raising awareness about the increasing costs associated with dining out in the state. The initiative includes two billboards strategically placed at Sacramento International Airport in Terminal B, targeting lawmakers and the public alike with the eye-catching message: “W-T-F… What the Fork.”
This campaign comes in response to a growing concern among restaurant owners as they navigate financial pressures exacerbated by rising operating costs, stringent regulations, and the aftereffects of the COVID-19 pandemic. Jot Condie, the president and CEO of the California Restaurant Association, highlighted that California is home to four of the six most expensive cities in the United States for dining.
Despite a surge in diners returning to restaurants, many establishments find themselves struggling financially. Most are still repaying pandemic-related loans while facing steep increases in expenditures across various operational aspects, including food sourcing, rent, utilities, wages, and insurance. According to a recent survey, 40% of restaurant association members reported not being profitable in the previous year, highlighting the precarious situation many local eateries are confronting.
Condie stressed that while restaurants may appear busy during peak hours, the financial burdens stemming from ongoing debts from the pandemic continue to weigh heavily on their ability to thrive. Restaurant owners are calling for a pause on new regulations and laws, hoping for some breathing room to recover from these strenuous economic circumstances.
Jeffery Belaski, co-owner of charQterie, emphasized that small businesses face unique hurdles within this constrained economic landscape. He has urged lawmakers to consider streamlining regulatory processes to alleviate some of the challenges faced by owners of smaller establishments, allowing them the opportunity to stabilize and grow their businesses.
The California Restaurant Association recognizes the urgency of these challenges and plans to expand the billboard campaign to other major cities across the state, including San Francisco, Los Angeles, and San Diego. Condie warned that without swift intervention from state and local lawmakers to address the mounting pressures and to foster a more favorable operating environment for restaurants, the rate of closures may accelerate significantly.
Attempts to garner comments from various lawmakers and officials at the governor’s office regarding this campaign were unsuccessful, underscoring the ongoing communication gap between lawmakers and the restaurant community in their fight for survival and recovery.
Background Context
The landscape for California’s dining scene has been challenging for years, especially compounded by the pandemic. With restaurants now grappling with lingering debts, inflation, and regulatory burdens, many owners are finding it increasingly hard to maintain profitability. It is against this backdrop that the California Restaurant Association chose to launch a campaign designed to directly engage lawmakers and foster dialogue on the pressing need for supportive action.
Additional Information
The California Restaurant Association is a prominent authority in representing the interests of the restaurant industry statewide. Their advocacy work often aims to influence legislation and create policies that support the sustainability and growth of restaurants, especially during turbulent economic times.
FAQ Section
What is the purpose of the California Restaurant Association’s billboard campaign?
The campaign aims to raise awareness among lawmakers and the public about rising dining costs and the economic struggles facing restaurants due to regulations and the aftermath of the COVID-19 pandemic.
Where are the billboards located?
Two billboards have been installed at Sacramento International Airport, specifically in Terminal B near gates B10 and B15.
What financial challenges do restaurants in California currently face?
Restaurants are facing increased costs associated with food, rent, utilities, minimum wage, insurance, and are also dealing with pandemic-related debts.
What percentage of restaurant members reported not being profitable last year?
A survey found that 40% of restaurant association members reported they were not profitable in the previous year.
What are the implications of the rising costs on restaurants?
The increasing costs and financial burdens could lead to an accelerated rate of restaurant closures if action is not taken by state and local lawmakers.
Key Features Chart
| Feature | Description |
|---|---|
| Billboard Campaign | Launched by the California Restaurant Association in Sacramento targeting lawmakers about rising costs. |
| Location | Billboards are at Sacramento International Airport in Terminal B. |
| Message | “W-T-F… What the Fork” to draw attention to dining costs. |
| Economic Reality | 40% of restaurants reported not being profitable last year amid rising costs. |
| Expansion Plans | Campaign set to expand to San Francisco, Los Angeles, and San Diego. |
| Call to Action | Urging state and local lawmakers to pause new regulations. |
Deeper Dive: News & Info About This Topic
- Sac Bee Article on Sacramento Nightlife Permit
- Wikipedia: Sacramento
- CBS News on Sacramento Entertainment Permit
- Google Search: Sacramento Nightlife 2023
- Fox40 on Sacramento Street Vending Regulations
- Google Scholar: California Restaurant Industry
- ABC10 on Street Vendors Workshops
- Encyclopedia Britannica: California Restaurant Association
Author: STAFF HERE HOLLYWOOD
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