As I was recently meeting with the team at our local Chick-fil-A to plan our church’s upcoming Fall Festival, I reflected on how much fun this event is, not just for me, but for the 4,000 guests who attend each year.
As the event’s food director, I work with Chick-fil-A to provide meals, and every year I’m struck by the same thought: Chick-fil-A’s values don’t necessarily mirror everyone’s, yet people from all walks of life flock to their restaurants.
Why?
Because the way those values show up — in genuine hospitality, quality food, and consistency — creates an experience that resonates universally, regardless of one’s personal beliefs. This is the secret to why some faith-based brands thrive in mainstream markets.
In an era when dining has evolved from diners to DoorDash, consumers still crave an experience where they know what a company stands for. With a seemingly never-ending influx of new food options, some brands, such as Chick-fil-A, stand out because they live their values every day. That kind of authenticity and consistency fuels long-term trust and loyalty — even among customers who may not share their faith.
One of the clearest — and nationally prominent — examples of these values in action was in the wake of the tragic 2016 shooting at a gay nightclub in Orlando, Florida. Everyone knows that Chick-fil-A is closed on Sundays, but workers at an area restaurant came together to bring food to volunteers and first responders at the scene.
That is values in action. Values that aren’t just ideals, but impact the way a business is run.
In-N-Out Burger offers a similar lesson. Known for its simple menu and fresh ingredients, the company quietly prints Bible verses on its packaging. While not every customer notices or agrees with the religious references, what nearly everyone does appreciate is the consistency, quality, and employee care that have defined the brand for decades.
In-N-Out’s faith roots inform its culture, but it’s the lived-out values of generosity and dependability that have earned broad consumer devotion.
Recently, In-N-Out announced plans to open new locations in Tennessee, part of a broader trend of companies relocating out of the West. For faith-rooted brands, such moves present a test: can they expand while staying true to the values and culture that earned customer loyalty in the first place? In-N-Out’s commitment to consistency, quality, and genuine care shows that authenticity can travel with a brand, proving that core principles resonate with consumers even in new markets.
What unites companies like Chick-fil-A and In-N-Out is not theology but authenticity. They lead with service, generosity, and integrity — qualities that appeal to a broad audience. At a time when many consumers are skeptical of performative marketing, faith-rooted companies often stand out precisely because their actions align with their words.
As consumers, we all face an endless stream of choices each day — scrolling Yelp reviews, seeing ads, and weighing countless options. What often gives us confidence is not novelty, but familiarity. I find myself returning to food brands that remain true to who they are, with friendly staff, consistent quality, and a welcoming atmosphere. Sometimes, the other customers even reinforce that sense of belonging.
Research shows that people feel more loyal to brands that reflect values they respect. In the same way we trust leaders who share our principles, we trust companies that live out their promises. That loyalty can run deep, even when the brand’s faith roots differ from our own.
The most powerful brand relationships are built not just on transactions but on trust. When a company lives out its values authentically, people notice. And in today’s crowded marketplace, that kind of authenticity is a rare and enduring advantage. Next time you walk into a Chick-fil-A or an In-N-Out, consider why you keep coming back. It’s not just the food. It’s the sense that this is a place where values meet experience, and that authenticity makes all the difference.
