Sacramento, California, August 28, 2025
News Summary
The California Restaurant Association has unveiled a new campaign to raise awareness about financial pressures facing the restaurant industry in the state. With two billboards at Sacramento International Airport featuring the slogan “W-T-F… What the Fork,” the effort aims to draw attention to rising dining costs and call for regulatory relief. Many restaurants are struggling financially, with 40% of members reporting losses last year. The campaign seeks to expand to other major cities like San Francisco and Los Angeles as the association advocates for necessary relief measures.
California is witnessing a new campaign aimed at raising awareness about the financial pressures on the restaurant industry, particularly in light of rising dining costs influenced by various regulations. The California Restaurant Association (CRA) has installed two prominent billboards at Sacramento International Airport to communicate their message to state lawmakers. The billboards are strategically situated in Terminal B, near gates B10 and B15, featuring the striking slogan: “W-T-F… What the Fork.”
The effort comes as the CRA underscores a concerning trend: four of the six most expensive cities for dining in the United States are located in California. President and CEO of the CRA, Jot Condie, notes that restaurants are grappling with a perfect storm of challenges. Many are still burdened with debts from pandemic-related loans while facing escalating costs in essential areas such as food, rent, utilities, minimum wage, and insurance. A recent survey highlighted the severity of the situation, revealing that 40% of CRA members reported they were not profitable in the last year.
Despite the appearance of packed dining rooms, many restaurants are experiencing acute financial stress due to ongoing debts from the pandemic. These rising operational costs coupled with new regulatory pressures have prompted restaurant owners to seek relief through advocacy for less cumbersome regulations. The CRA has indicated plans to expand the billboard campaign to other major cities, including San Francisco, Los Angeles, and San Diego, to broaden their reach and message.
Further illustrating the plight of small businesses, co-owner of charQterie, Jeffery Belaski, emphasizes how restaurants face significant hurdles that complicate their stability. He calls upon state lawmakers to streamline regulatory processes that currently impose additional challenges on these establishments. Without intervention from government entities, the CRA warns that the rate of restaurant closures may unfortunately increase.
Attempts to obtain comments from various lawmakers and the governor’s office in relation to the billboard campaign have not been successful, leaving the future for many restaurants uncertain as they grapple with rising costs and regulatory challenges.
Key Data Points:
- Billboards: Two billboards featuring the slogan “W-T-F… What the Fork” installed at Sacramento International Airport.
- Restaurant Costs: Four of the six most expensive U.S. cities to dine in are located in California.
- Financial Strain: 40% of restaurant association members reported they were not profitable last year.
- Ongoing Debts: Restaurants continue repaying pandemic loans while facing increased costs in several operational areas.
- Future Plans: Billboard campaign to expand to San Francisco, Los Angeles, and San Diego.
Background Context:
The California Restaurant Association’s campaign highlights the ongoing challenges faced by the restaurant sector, which has been historically important to the state’s economy. The impacts of the COVID-19 pandemic brought unparalleled challenges to this industry, compelling many establishments to incur debts just to survive. As regulatory environments continue to evolve, the pressure on restaurants persists, prompting the need for advocacy and relief measures to safeguard their viability in the long run.
FAQ
What is the California Restaurant Association’s billboard campaign about?
The campaign aims to draw attention to rising dining costs and financial pressures faced by restaurants due to various regulations.
Where are the billboards located?
Two billboards are currently installed at Terminal B of Sacramento International Airport.
What message do the billboards convey?
The billboards display the slogan “W-T-F… What the Fork” to attract attention to the issues faced by the restaurant industry.
How serious is the financial situation for restaurants in California?
According to a survey, 40% of restaurant association members reported not being profitable last year, indicating significant financial stress.
What future plans does the CRA have for the campaign?
The CRA plans to expand the billboard campaign to other major cities like San Francisco, Los Angeles, and San Diego.
Key Features of the California Restaurant Association Campaign
| Feature | Description |
|---|---|
| Campaign Launch | Billboards installed at Sacramento International Airport. |
| Message | “W-T-F… What the Fork” targeting rising dining costs and pressures. |
| Financial Strain | 40% of restaurant members are not profitable. |
| Future Plans | Expand campaign to San Francisco, Los Angeles, and San Diego. |
| Call to Action | Seek relief from stringent regulations to improve conditions for restaurants. |
Deeper Dive: News & Info About This Topic
- ABC10: Sacramento Approves New Permit for Nightlife
- Sacramento Bee: New Entertainment Permit in Sacramento
- CBS News: Sacramento Entertainment Permit for Smaller Venues
- CBS News: Sacramento County Considers New Rules for Food Stands
- Sacramento Bee: Street Vending Regulations in Sacramento County
- Wikipedia: Sacramento
- Google Search: California Restaurants Financial Pressures
- Google Scholar: Restaurant Industry California
- Encyclopedia Britannica: California
- Google News: California Restaurant Industry
Author: STAFF HERE SAN DIEGO WRITER
SAN DIEGO STAFF WRITER The SAN DIEGO STAFF WRITER represents the experienced team at HERESanDiego.com, your go-to source for actionable local news and information in San Diego, San Diego 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 Comic-Con International, San Diego County Fair, and San Diego Pride Festival. Our coverage extends to key organizations like the San Diego Regional Chamber of Commerce and United Way of San Diego County, plus leading businesses in biotechnology, healthcare, and technology that power the local economy such as Qualcomm, Illumina, and Scripps Health. As part of the broader HERE network, including HEREAnaheim.com, HEREBeverlyHills.com, HERECostaMesa.com, HERECoronado.com, HEREHollywood.com, HEREHuntingtonBeach.com, HERELongBeach.com, HERELosAngeles.com, HEREMissionViejo.com, and HERESantaAna.com, we provide comprehensive, credible insights into California's dynamic landscape.
