Sacramento International Airport, August 28, 2025
News Summary
In response to rising dining costs and financial challenges in the restaurant industry, the California Restaurant Association has unveiled a billboard campaign at Sacramento International Airport. Featuring the message “W-T-F… What the Fork,” this initiative seeks to raise awareness about the significant economic strain on restaurants due to high operational costs and pandemic-related debts. With 40% of members reporting no profits last year, the campaign calls for legislative action to support struggling establishments across the state.
California Launches Billboard Campaign to Address Rising Dining Costs
The California Restaurant Association has initiated a billboard campaign at Sacramento International Airport, aimed at highlighting the increasing costs of dining in California, which has been attributed to numerous regulations and financial strains faced by the restaurant industry. The two billboards, prominently displayed in Terminal B near gates B10 and B15, feature the provocative message: “W-T-F… What the Fork.”
Jot Condie, the president and CEO of the California Restaurant Association, reports that four of the six most expensive cities for dining in the United States are located in California. This situation is further exacerbated by ongoing financial burdens that restaurant owners are struggling to manage, including soaring costs related to food, rent, utilities, minimum wage, and insurance, all while they are still repaying loans taken out during the pandemic.
According to a recent survey, 40% of the members of the California Restaurant Association reported having no profits in the past year. Despite reports of crowded dining spaces, many restaurants are currently encountering severe financial difficulties due to debts related to the pandemic. The campaign is an urgent call for relief from local and state lawmakers to assist restaurant owners in navigating these economic challenges.
Additionally, restaurant owners emphasize that they are facing unique obstacles. Jeffery Belaski, co-owner of charQterie, mentions that small businesses require assistance and urges that lawmakers should streamline the regulatory processes, which often exacerbate the difficulties of managing dining establishments in California.
As part of its broader strategy, the California Restaurant Association plans to extend this billboard initiative to major urban locations, including San Francisco, Los Angeles, and San Diego. The urgency of this campaign encapsulates the serious viability concerns that eateries across the state may encounter if no significant policy changes or aid from government officials are forthcoming.
Moreover, the association warns that the potential for an increase in restaurant closures looms if intervention from state and local legislators does not occur soon. As the struggle for survival intensifies, the call for legislative action highlights both the plight of restaurant owners and the overall impact on local economies reliant on these businesses.
Attempts to obtain comments from various lawmakers and the governor’s office about the billboard campaign have not yielded any responses at this time.
Background on Economic Strain in the Restaurant Industry
California has long been known for its diverse culinary culture, but the combination of high operational costs and additional financial pressures has hampered many restaurant operations since the onset of the COVID-19 pandemic. With many business owners still trying to navigate the financial landscape post-pandemic, the road to recovery appears steep, with many simply trying to stay open.
Conclusion
This billboard campaign serves as both a reminder of the challenging landscape for dining establishments as well as a plea for essential support and reform from legislators. As the campaign rolls out into cities across California, it aims to elevate the dialogue around the economic struggles of restaurant owners, with hopes that discussions will lead to tangible actions and support.
Frequently Asked Questions
What is the purpose of the California Restaurant Association’s billboard campaign?
The campaign aims to raise awareness about the rising dining costs and the financial pressures restaurants face due to regulations and ongoing pandemic debts.
Where are the billboards located?
The billboards are located at Sacramento International Airport, specifically in Terminal B near gates B10 and B15.
What are the major challenges faced by restaurant owners in California?
Restaurant owners in California are facing high operational costs, including food, rent, utilities, and minimum wage, compounded by debts from loans acquired during the pandemic.
What is the response from lawmakers regarding the campaign?
Attempts to obtain comments from various lawmakers and the governor’s office about the campaign have so far been unsuccessful.
Key Features of the Campaign
| Feature | Description |
|---|---|
| Billboard Locations | Sacramento International Airport, with plans to expand to San Francisco, Los Angeles, and San Diego. |
| Message | “W-T-F… What the Fork” – aimed at drawing attention to rising costs. |
| Industry Context | 40% of restaurant association members reported no profits last year, highlighting financial struggles. |
| Call to Action | Urging lawmakers to reconsider regulations that are adding pressure to the restaurant industry. |
| Next Steps | Expansion of campaigning and ongoing dialogue with lawmakers. |
Deeper Dive: News & Info About This Topic
- ABC10: Sacramento Approves New Permit to Boost Nightlife at Small Venues
- Wikipedia: Sacramento
- Sacramento Bee: Local News Article
- Google Search: Sacramento Nightlife
- CBS News: Sacramento Entertainment Permit for Smaller Venues
- Google Scholar: Sacramento Entertainment
- Fox40: Sacramento County Street Vending Regulations
- Encyclopedia Britannica: Sacramento Regulations
- Sacramento Bee: Local Regulation Article
- Google News: Sacramento Food Vendors
Author: STAFF HERE COSTA MESA WRITER
COSTA MESA STAFF WRITER The COSTA MESA STAFF WRITER represents the experienced team at HERECostaMesa.com, your go-to source for actionable local news and information in Costa Mesa, 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 the OC Fair, Concerts in the Park, and Fish Fry. Our coverage extends to key organizations like the Costa Mesa Chamber of Commerce and Boys & Girls Clubs of Central Orange Coast, plus leading businesses in retail, fashion, and technology that power the local economy such as Vans, Experian, and South Coast Plaza. As part of the broader HERE network, including HEREAnaheim.com, HEREBeverlyHills.com, HERECoronado.com, HEREHollywood.com, HEREHuntingtonBeach.com, HERELongBeach.com, HERELosAngeles.com, HEREMissionViejo.com, HERESanDiego.com, and HERESantaAna.com, we provide comprehensive, credible insights into California's dynamic landscape.
