Sacramento, August 28, 2025
News Summary
The California Restaurant Association has launched a billboard campaign in Sacramento to draw attention to rising dining costs and regulatory challenges facing restaurants. Placed at Sacramento International Airport, the billboards convey a message aimed at lawmakers, urging them to recognize the financial struggles of the industry. With many restaurants reporting losses amidst ongoing pandemic-related debts, the Association plans to expand the campaign to other major cities in California to seek legislative relief and support for the beleaguered food service sector.
California—The California Restaurant Association has initiated a billboard campaign targeting lawmakers in Sacramento, emphasizing the increasing costs of dining in the state, which are driven by a combination of regulatory pressures and financial challenges that restaurants are currently facing. The campaign features two prominent billboards installed at Sacramento International Airport’s Terminal B, strategically located near gates B10 and B15, displaying a provocative message: “W-T-F… What the Fork.”
According to Jot Condie, the president and CEO of the California Restaurant Association, four of the six most expensive cities in the United States to dine out are located in California. The issue has become critical as many restaurants are still burdened with repaying pandemic-related loans while simultaneously grappling with rising costs for food supplies, rent, utilities, minimum wage increases, and insurance expenses. A recent survey indicates that 40% of members of the restaurant association reported losing money in the past year.
Despite the appearance of crowded dining rooms, many restaurants are struggling under mounting financial pressures, especially with ongoing debts from the pandemic. Restaurant owners are advocating for a pause or reconsideration of new regulations and laws that could alleviate some of the economic strain and enable them to recover.
Jeffery Belaski, co-owner of charQterie, highlighted the challenges specifically faced by small businesses in California and urged lawmakers to simplify the regulatory processes, which can often hinder their operations and exacerbate financial burdens.
The California Restaurant Association plans to expand their billboard campaign to other major Californian cities, including San Francisco, Los Angeles, and San Diego, to further raise awareness about these pressing issues. Condie has warned that without proactive intervention from state and local lawmakers, there may be an accelerated wave of restaurant closures in California, worsening the economic landscape for food service in the state.
Attempts to acquire comments from various lawmakers and the governor’s office regarding this campaign have been unsuccessful. As the situation develops, stakeholders within the restaurant industry continue to seek clarity and relief from legislative bodies to stabilize their businesses.
Background
The restaurant industry in California is a vital component of the state’s economy, providing jobs and services to millions of residents and visitors each year. However, the impact of the COVID-19 pandemic has left many establishments struggling to survive amidst a landscape of rising operational costs and increased financial obligations. The current campaign seeks to shine a light on these challenges and push for legislative support to help ensure the longevity and vitality of the industry.
Key Challenges for California Restaurants
- Four out of six most expensive U.S. cities for dining are in California.
- Rising costs for essential goods and services, including food, rent, and utilities.
- 40% of restaurant association members reported not being profitable during the past year.
- Ongoing burdens from pandemic loans and financial debts.
- Need for legislative relief from new regulations.
Next Steps
The California Restaurant Association is focusing on advancing its messaging through the billboard campaign and encouraging lawmakers to take immediate action to support the industry. By addressing the key constraints faced by restaurants, stakeholders hope to create an environment where local dining establishments can thrive once again.
FAQ
What is the purpose of the California Restaurant Association’s billboard campaign?
The campaign aims to highlight the rising costs of dining in California and to press lawmakers for relief from regulatory pressures that are affecting the financial stability of restaurants.
Where are the billboards located?
The billboards are located at Terminal B of Sacramento International Airport, near gates B10 and B15.
What issues are California restaurants facing?
Restaurants in California are experiencing escalating costs for food, rent, utilities, and wages, along with the burden of repaying pandemic loans, which has led to a significant number reporting financial losses.
What are the next steps planned by the California Restaurant Association?
The Association plans to extend the billboard campaign to other major cities like San Francisco, Los Angeles, and San Diego to further communicate their message and advocate for policy changes.
Why is intervention from lawmakers considered urgent?
Without legislative support and modifications to existing regulations, there is a growing concern that restaurant closures may increase, further jeopardizing the state’s economy and the livelihoods dependent on the food service industry.
Key Features of the Billboard Campaign
| Feature | Details |
|---|---|
| Location | Sacramento International Airport, Terminal B |
| Billboard Message | “W-T-F… What the Fork” |
| Target Audience | California lawmakers |
| Upcoming Expansion | Other cities: San Francisco, Los Angeles, San Diego |
| Financial State of Restaurants | 40% of members reported not profitable last year |
Deeper Dive: News & Info About This Topic
- ABC10: Sacramento Approves New Permit to Boost Nightlife at Small Venues
- Sacramento Bee: Article on Local News
- CBS News: Sacramento’s New Entertainment Permit
- Encyclopedia Britannica: California Restaurant Association
- CBS News: Sacramento County Considers New Rules for Food Stands
Author: Anaheim Staff Writer
Anaheim Staff Writer The Anaheim Staff Writer represents the experienced team at HEREAnaheim.com, your go-to source for actionable local news and information in Anaheim, Orange County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as major conventions at the Anaheim Convention Center, including NAMM and VidCon, exciting games at Angel Stadium and Honda Center, and developments at Disneyland Resort Our coverage extends to key organizations like the Anaheim Chamber of Commerce and Visit Anaheim, plus leading businesses in hospitality, entertainment, and innovation that power the local economy As part of the broader HERE network, including HERECostaMesa.com, HEREHuntingtonBeach.com, HERESantaAna.com, and HERELosAngeles.com, we provide comprehensive, credible insights into Southern California's dynamic landscape.
