Texas Tavern owner Matt Bullington opposed Roanoke's 2-percentage point meals tax increase when it was a proposal.

But he stood outside his downtown eatery Wednesday with municipal officials and business and tourism stakeholders to unveil Eat for Education, a campaign to promote dining at city restaurants in support of the city's public schools.

The city council in April adopted a two-year meals tax rate increase, which is expected to generate more than $4 million for the school division.

The meals tax rate has increased from 5 percent to 7 percent. As of today, sales and meals tax on a $10 lunch in Roanoke is $1.20 50 cents sales tax and 70 cents meals tax. That is an increase of 20 cents from the previous meals tax rate.

"Council felt compelled to make a decision based on economic reality," Bullington said. "This [Eat for Education initiative] is an active approach to help the [restaurant] industry shoulder a little extra burden over the next couple years."

The campaign, with its fork and school books logo, will offer incentives to patrons dining at participating restaurants:

• Diners who mention they are eating for education may complete an entry form to be placed in a monthly drawing for a $50 gift card to a participating eatery.

• Participating restaurants will be encouraged to offer specials on Tuesday nights to attract families for "Family Night Out."

• Lunchtime Wednesdays will be geared to working professionals, who may skip bagged lunches in favor of "School Lunch Day" at participating restaurants.

• There also will be a monthly observance (date to be determined) for city school employees dubbed "Educators Day."

The city government, Roanoke Valley Convention & Visitors Bureau, Roanoke Regional Chamber of Commerce, Downtown Roanoke Inc. and Roanoke Valley Hospitality Association are partners in the campaign.

City and school officials intend to participate in a "progressive dinner" today with appetizers at one restaurant, dinner at another and dessert at a third, in a bid to generate more publicity for the campaign.

"Our schools have struggled for years and we have now turned the corner," said Mayor David Bowers. "The schools are headed in the right direction. The tax increase in meals is the only way to keep that momentum going."

On the Net: Eatforeducationroanoke.com