Stephen Rapier Explores How Faith-Based Brands Thrive Through Authenticity and Values

In his latest editorial for RealClear Markets, Pepperdine Graziadio faculty member Stephen Rapier examines how faith-based companies like Chick-fil-A and In-N-Out Burger have achieved enduring success in largely secular markets.

Drawing from personal experience and real-world examples, Rapier highlights how these brands’ commitment to service, integrity, and authenticity transcends religious boundaries, resonating with consumers from all walks of life. He notes that while not every customer shares a company’s faith, nearly everyone recognizes and values consistency, quality, and genuine care.

Rapier illustrates how these values are put into practice, such as Chick-fil-A employees volunteering to serve food to first responders after the 2016 Orlando nightclub tragedy, despite it being a Sunday when the restaurant is typically closed. Similarly, In-N-Out Burger, known for its simple menu and faith-inspired roots, has earned national loyalty through consistent quality, employee care, and a long-standing culture of generosity.

He argues that in an age of performative marketing, the trust and loyalty built by faith-rooted companies stem from living out their values daily. "What unites companies like Chick-fil-A and In-N-Out is not theology but authenticity," he writes. "They lead with service, generosity, and integrity, qualities that appeal to a broad audience."

Read the full article here.