Sacramento, August 28, 2025
News Summary
The California Restaurant Association has launched a billboard campaign in Sacramento to highlight rising dining costs and pressures faced by restaurants. Featuring the slogan “W-T-F… What the Fork,” billboards are located in Terminal B of Sacramento International Airport to attract lawmakers’ attention. With four of the most expensive dining cities in the U.S. in California, the association warns of potential restaurant closures without legislative intervention. Many establishments continue to struggle financially post-COVID-19, with 40% of members reporting unprofitability last year. The campaign aims to expand to other major cities soon.
California
The California Restaurant Association has initiated a billboard campaign in Sacramento to highlight the increasing dining costs that restaurants are experiencing. This effort aims to draw attention to the significant financial pressures imposed by regulations, as well as the lingering impacts of the COVID-19 pandemic.
Two prominent billboards, displaying the slogan, “W-T-F… What the Fork,” have been strategically placed in Terminal B of Sacramento International Airport, specifically near gates B10 and B15. The placement is intended to capture the attention of lawmakers visiting the airport.
According to the California Restaurant Association, four of the six most expensive cities for dining in the United States are located in California. This statistic underscores the urgent need for legislative action as many restaurants in the state struggle to sustain their operations.
The financial landscape for these establishments has been increasingly challenging, with many still working to repay loans they accrued during the pandemic. Rising costs associated with food, rent, utilities, minimum wage, and insurance have further compounded their pressures. A recent survey conducted by the association revealed that 40% of its members reported not being profitable in the previous year, indicating a troubling trend in the restaurant industry’s economic health.
Despite observing bustling dining rooms, many restaurant owners face significant hurdles that threaten their financial stability. The president and CEO of the California Restaurant Association emphasized that while there may be high foot traffic, ongoing debts from the pandemic continue to strain the businesses, creating a precarious situation for many operators.
In light of these challenges, restaurant owners are calling for a reprieve from new regulations and laws to facilitate their recovery. A co-owner of charQterie has pointed out that small businesses, in particular, face additional regulatory hurdles and is urging lawmakers to streamline processes that can impede growth and sustainability.
Looking ahead, the California Restaurant Association plans to broaden the outreach of this campaign by launching similar billboard advertisements in other major Californian cities, including San Francisco, Los Angeles, and San Diego. This expansion aims to reach a wider audience, seeking to engage more lawmakers in the conversation about the struggles restaurants currently face.
The association warns that without intervention from state and local lawmakers, the rate of restaurant closures could increase significantly. The threat of losing small and family-owned restaurants highlights the crisis within this sector, which is a crucial part of California’s economy and community fabric.
Attempts to contact state lawmakers and the governor’s office for comments on this important initiative have been unsuccessful, leaving a gap in responses regarding potential actions or adjustments to regulations that may help alleviate the burden on the restaurant sector.
FAQ
What is the purpose of the billboard campaign launched by the California Restaurant Association?
The campaign aims to highlight the rising dining costs and financial challenges faced by restaurants in California due to regulations and the aftermath of the COVID-19 pandemic.
Where are the billboards located?
The billboards are located at Sacramento International Airport in Terminal B, near gates B10 and B15.
What message do the billboards display?
The billboards feature the message: “W-T-F… What the Fork.”
What percentage of restaurant association members reported not being profitable last year?
A recent survey revealed that 40% of restaurant association members were not profitable in the last year.
What actions is the California Restaurant Association planning to take next?
The association intends to expand the billboard campaign to other major Californian cities such as San Francisco, Los Angeles, and San Diego.
What are the potential consequences if lawmakers do not intervene?
The California Restaurant Association warns that without intervention, the rate of restaurant closures may accelerate, threatening the vitality of the dining sector in California.
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Author: STAFF HERE CORONADO
The Coronado Staff Writer represents the experienced team at HERECoronado.com, your go-to source for actionable local news and information in Coronado, 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 the Coronado Island Film Festival, productions at Lamb’s Players Theatre, community workshops at John D. Spreckels Center, and iconic celebrations at Hotel del Coronado. Our coverage extends to key organizations like the Coronado Chamber of Commerce and Visit Coronado, plus leading businesses in hospitality, dining, and tourism that drive the local economy. As part of the broader HERE network, including HERESanDiego.com, HEREHuntingtonBeach.com, HERELongBeach.com, and HERELosAngeles.com, we provide comprehensive, credible insights into Southern California's dynamic landscape.
