National Restaurant Association Launches 'Made in Restaurants' Campaign to Highlight Industry's Economic and Social Impact
Event summary
- National Restaurant Association launched 'Made in Restaurants' initiative on September 9, 2026.
- Campaign highlights restaurants as community hubs, economic drivers, and career launchpads.
- 67% of U.S. adults have worked in the restaurant industry at some point.
- Annual restaurant sales exceed $1.5 trillion, contributing 6% to U.S. GDP.
- Founding partners include The Coca-Cola Company, DIRECTV for BUSINESS, Cameron Mitchell Restaurants, and Taco John's.
The big picture
The restaurant industry, as America's second-largest private sector employer, plays a critical role in workforce development and community building. This campaign comes at a time when labor shortages and changing consumer behaviors are reshaping the hospitality sector. By quantifying the industry's economic impact and showcasing personal success stories, the National Restaurant Association aims to strengthen its advocacy position and attract policy attention to the sector's unique challenges and opportunities.
What we're watching
- Industry Advocacy
- Whether the campaign can effectively shift public perception of restaurant jobs as career pathways.
- Economic Influence
- How the initiative might impact policy discussions around restaurant industry support.
- Partnership Dynamics
- The extent to which founding partners leverage this campaign for their own branding and market positioning.