Sacramento, August 28, 2025
News Summary
The California Restaurant Association has initiated a provocative billboard campaign in Sacramento, targeting rising dining costs and urging legislative action. Displayed at Sacramento International Airport, the billboards feature the message “W-T-F… What the Fork” to highlight the financial struggles of restaurants, many of which are still reeling from pandemic debts. The campaign aims to draw attention to the urgent need for relief as 40% of restaurant owners reported not being profitable in the past year. Plans are underway to expand this campaign to other major California cities.
California – The California Restaurant Association has taken a significant step to address the rising costs of dining in the state by launching a billboard campaign in Sacramento. The billboards, displayed at Sacramento International Airport, are strategically located in Terminal B near gates B10 and B15, with the provocative message: “W-T-F… What the Fork.” This campaign aims to draw attention from local lawmakers to the increasing financial pressure faced by restaurants in California.
According to Jot Condie, the president and CEO of the California Restaurant Association, California is home to four of the six most expensive cities for dining in the United States. This troubling statistic underscores the challenges facing the restaurant industry, which is still grappling with financial aftershocks from the COVID-19 pandemic. Many restaurants continue to repay pandemic loans while facing surging costs associated with food, rent, utilities, minimum wage, and insurance.
A recent survey conducted by the California Restaurant Association revealed that 40% of its members reported not being profitable in the past year. Despite many restaurants seeing crowded dining rooms, ongoing financial struggles are prevalent. Many operators must contend with significant debts incurred during the pandemic, creating a precarious financial situation.
Restaurant owners have expressed a desire for relief from new regulations and laws that could help stabilize their businesses and promote recovery. In particular, Jeffery Belaski, co-owner of charQterie, indicated that small businesses face compounded challenges and urged lawmakers to simplify regulatory processes to foster growth and sustainability.
The billboard campaign is planned to expand to other major Californian cities, including San Francisco, Los Angeles, and San Diego in the coming weeks. The California Restaurant Association emphasizes the urgency of their message, warning that without proactive measures from state and local lawmakers, the wave of restaurant closures may accelerate, leading to further job losses and economic impacts.
Attempts to obtain comments from state lawmakers and the governor’s office regarding the billboard campaign and the challenges faced by the restaurant industry were unsuccessful.
The launch of this campaign highlights a critical moment for the restaurant industry in California as stakeholders seek solutions to navigate the ongoing economic pressures and ensure the survival of a vital sector of the economy.
Background on Rising Dining Costs
California’s restaurant industry has always been known for its diversity and vibrant culinary scene. However, factors such as rising operating costs and pandemic-related debts have significantly altered the landscape. The restaurant association’s survey reflects a broader concern that has been echoed throughout the industry—many small businesses are struggling to remain viable despite seemingly healthy foot traffic. As the economy recovers, addressing these financial burdens is essential for the sustainability of California’s dining culture.
Key Points from the Campaign
- Billboards located at Sacramento International Airport, targeting lawmakers.
- California has four of the six most expensive cities to eat in the U.S.
- 40% of restaurant members reported no profitability last year.
- Ongoing financial strains from pandemic-related debts remain a significant concern.
- Campaign plans to expand to major cities including San Francisco, Los Angeles, and San Diego.
- Lack of response from lawmakers regarding the situation faced by restaurants.
Frequently Asked Questions
What is the current situation for restaurants in California?
Restaurants in California are facing rising costs due to various financial pressures, including pandemic-related debts and increasing costs for food, rent, and wages.
What message does the billboard campaign convey?
The billboards feature the message “W-T-F… What the Fork” to draw attention to the financial struggles of the restaurant industry and call for legislative action.
How is the campaign expanding beyond Sacramento?
The California Restaurant Association plans to roll out the billboard campaign in other major California cities such as San Francisco, Los Angeles, and San Diego.
What impact could this situation have on restaurants?
If financial issues are not addressed, there could be an increase in restaurant closures, which would have a detrimental effect on jobs and the economy.
Deeper Dive: News & Info About This Topic
- ABC 10 News: Sacramento Approves New Permit to Boost Nightlife
- Wikipedia: California Restaurant Association
- Sacramento Bee: Local News on Permit Approval
- Google Search: California Restaurant Industry
- CBS News: Sacramento Entertainment Permit for Smaller Venues
- Encyclopedia Britannica: Restaurant Business
- Fox 40 News: Sacramento County Street Vending Regulations
- Google News: Restaurant Closures California
- Sacramento Bee: Additional Local News Article
Author: STAFF HERE BEVERLY HILLS WRITER
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