Sacramento International Airport, August 28, 2025
News Summary
The California Restaurant Association has unveiled a bold billboard campaign at Sacramento International Airport to raise awareness about rising dining costs and financial pressures faced by restaurants. The campaign, featuring the message “W-T-F… What the Fork,” aims to reach lawmakers and highlight the impact of government regulations. With many restaurants still struggling to repay pandemic loans, about 40% reported not turning a profit last year. The campaign will expand to major cities, emphasizing the urgency for legislative support to prevent restaurant closures in California.
California – The California Restaurant Association has launched a new billboard campaign at Sacramento International Airport to draw attention to the escalating dining costs and financial pressures restaurants are currently facing. This initiative is aimed at reaching lawmakers and highlighting the impact of government regulations on the restaurant sector.
Two eye-catching billboards are prominently displayed in Terminal B, near gates B10 and B15, featuring the provocative message: “W-T-F… What the Fork.” This campaign intends to create awareness about the increasing expenses that restaurants must manage, exacerbated by recent regulations and ongoing economic challenges.
According to Jot Condie, the president and CEO of the California Restaurant Association, four out of the six most expensive cities in the United States for dining are located in California. This statistic underlines the difficult landscape that restaurant owners must navigate as they attempt to remain afloat amid rising costs.
The situation is further complicated by the fact that many restaurants are still in the process of repaying loans they secured during the COVID-19 pandemic. Alongside the burden of these debts, restaurant owners face higher prices for supplies such as food, rent, utilities, and minimum wage labor, making profitability increasingly elusive. A recent survey found that approximately 40% of members of the restaurant association reported not making a profit in the previous year.
Despite observing bustling dining rooms, restaurant owners continue to grapple with significant financial hurdles, particularly those related to debts incurred during the pandemic. They are urging state and local lawmakers to ease the weight of new regulations and laws so they can better recover from these economic challenges.
Co-owner of charQterie, Jeffery Belaski, expressed concern that small businesses are facing unique obstacles and emphasized the necessity for lawmakers to streamline regulatory processes to help facilitate restaurant survival and success.
The California Restaurant Association plans to extend its billboard campaign to other major cities including San Francisco, Los Angeles, and San Diego. This expansion underscores the urgency of their message, as Condie warns that without intervention from officials, the rate of restaurant closures throughout the state may accelerate.
Efforts to obtain comments from various lawmakers and the governor’s office about the campaign have been unsuccessful, indicating potential silence on the issue from those in power.
Background Context
The restaurant industry has historically been a significant contributor to California’s economy, offering employment opportunities and supporting local communities. However, recent years have seen increasing operational challenges, a trend that has been compounded by the global pandemic. As businesses continue to struggle with financial pressures, the potential for widespread closures raises concerns about the long-term viability of dining establishments in California.
Summary of Key Issues
- California Restaurant Association launches a billboard campaign targeting lawmakers.
- Billboards display a message addressing rising dining costs at Sacramento International Airport.
- Many restaurants are still repaying pandemic loans while facing increased costs across various areas.
- 40% of restaurant members reported not being profitable in the last year.
- Campaign will expand to major cities to raise awareness.
- Urgent intervention is needed to prevent accelerated restaurant closures in California.
FAQ
What is the goal of the California Restaurant Association’s billboard campaign?
The goal of the campaign is to raise awareness among lawmakers about the rising dining costs and financial pressures faced by restaurants in California.
What message do the billboards convey?
The billboards feature the message: “W-T-F… What the Fork,” highlighting concerns about escalating dining costs.
How many restaurants are experiencing profitability issues?
A recent survey indicated that approximately 40% of the members of the California Restaurant Association reported not being profitable in the last year.
Is the billboard campaign expected to expand?
Yes, the California Restaurant Association plans to extend the billboard campaign to other major cities including San Francisco, Los Angeles, and San Diego.
What are the financial challenges faced by restaurants?
Restaurants are contending with rising costs of food, rent, utilities, minimum wage, and insurance, while also repaying pandemic-related loans.
Key Features Chart
| Feature | Description |
|---|---|
| Billboard Campaign | Targeting California lawmakers to raise awareness about rising dining costs. |
| Location | Billboards displayed at Sacramento International Airport Terminal B. |
| Message | “W-T-F… What the Fork.” |
| Financial Issues | 40% of restaurant association members reported unprofitability last year. |
| Future Plans | Campaign to expand to San Francisco, Los Angeles, and San Diego. |
| Urgency | Without action from lawmakers, restaurant closures may increase. |
Deeper Dive: News & Info About This Topic
- ABC10: Sacramento Approves New Permit to Boost Nightlife
- Sacramento Bee: Local News Article
- CBS News: Sacramento Entertainment Permit
- Google Search: California Restaurant Association campaign
- CBS News: Sacramento County Food Stands
- Wikipedia: Restaurant Industry in the United States
Author: STAFF HERE HUNTINGTON BEACH
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