California Restaurant Association Launches Billboard Campaign

Sacramento, California, August 28, 2025

News Summary

The California Restaurant Association has initiated a billboard campaign at Sacramento International Airport to raise awareness among lawmakers about rising dining costs due to regulations and economic pressures. Highlighting alarming statistics, the campaign reveals that California hosts four of the six most expensive U.S. cities for dining, with 40% of restaurants not profitable in the past year. The Association urges policymakers for regulatory relief as many establishments still face significant financial burdens from pandemic loans and escalating operational costs. Plans to extend the campaign to other major cities are underway.

Sacramento, California – The California Restaurant Association has initiated a billboard campaign at Sacramento International Airport aimed directly at state lawmakers, highlighting the rising costs of dining in the state attributed to various regulations and economic pressures. Two prominent billboards displaying the message: “W-T-F… What the Fork” are strategically placed in Terminal B near gates B10 and B15.

This campaign comes in the wake of alarming statistics presented by Jot Condie, the president and CEO of the California Restaurant Association, indicating that four of the six most expensive cities for dining in the United States are located in California. The increasing financial burden placed on restaurants is compounded by ongoing repayment obligations for pandemic-related loans while simultaneously facing skyrocketing costs associated with food, rent, utilities, minimum wage, and insurance.

A recent survey conducted among members of the California Restaurant Association revealed that 40 percent of the participants reported that they were not financially profitable during the previous year. Despite a resurgence in customer patronage, as suggested by the crowded dining rooms in various restaurants, many establishments are still grappling with significant financial challenges. These challenges include the persistent debts incurred during the pandemic, which have made recovery difficult for these businesses.

Restaurant owners have communicated their urgent request for a respite from new regulations and laws to facilitate their financial recovery. One such owner, Jeffery Belaski, who co-owns charQterie, articulated the additional hurdles faced by small businesses in navigating regulatory processes, urging lawmakers to consider streamlining these regulations for relief.

The California Restaurant Association announced plans to extend this billboard campaign to other major cities across the state, including San Francisco, Los Angeles, and San Diego. Jot Condie cautioned that without proactive measures from state and local lawmakers, the rate of restaurant closures may significantly increase.

Attempts made to obtain comments from various lawmakers and the governor’s office regarding this campaign were unsuccessful.

Key Statistics Highlighted

• Four of the six most expensive cities for dining are in California.
• 40% of the Association’s restaurant members were not profitable last year.
• Restaurants continue to pay off loans from the pandemic.
• Increasing costs recorded in food, rent, utilities, wages, and insurance.

Background Context

California’s restaurant industry has faced unprecedented challenges since the onset of the COVID-19 pandemic, which necessitated various forms of government assistance. However, as the industry attempts to rebound, new regulations and rising operational costs create additional barriers to profitability. The California Restaurant Association, representing thousands of food service establishments, advocates for legislative changes that could provide vital relief as the industry strives to recover.

Future Outlook

With the continued implementation of restrictive regulations, the restaurant sector remains cautious about future operations. The expanded billboard campaign aims to raise awareness among lawmakers and the public about the pressures that restaurants are currently facing, in hopes of generating supportive policy changes that could lead to a more sustainable restaurant environment in California.

FAQ Section

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Author: STAFF HERE LOS ANGELES WRITER

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