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Elevation Burger, an Ongoing Example of Joshua 1:9
Isis Sanchez
School of Business, Liberty University
Author Note
Isis Sanchez
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Isis Sanchez. Email:
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Abstract
In this paper, I elaborate on the relationship between Elevation Burger’s marketing management
practices to the principles and values described in Joshua 1:9. Elevation Burger is a different
kind of fast-food chain to most fast-food restaurants in the United States. As illustrated by their
website, “as a premium organic burger chain, we’ve elevated standards with our commitment to
sourcing the highest quality ingredients, inclusive of 100% grass-fed organic beef patties, fries
cooked in heart-healthy olive oil, and cage-free chicken.” After reading the above statement, it
becomes clear that the brand places the upmost importance on healthy ingredients. In addition,
Elevation Burger delivers on sustainability.
Keywords: Elevated Burger, Joshua 1:9, marketing management.
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Elevation Burger, an Ongoing Example of Joshua 1:9
In a saturated market environment, Elevation Burger has created differentiation in all the right
aspects, revolutionizing the meaning of fast food to include healthy options. I cannot recall a
perfect example or application of the verse Joshua 1:9: “Have I not commanded you? Be strong
and courageous. Do not be terrified; do not be discouraged, for the LORD your God will be with
you wherever you go.” Their value proposition entails healthy, delicious food at a fair price,
source through environmentally sustainable practices. “As the number of products available has
proliferated, as quality and pricing have converged, and as most physical and functional needs
have been met, more is needed to generate loyalty. This is the role of the modern brand” (Hill).
Elevation Burger offers freshness of food, as well as an elevated dining experience, with the
peace of mind that you are investing in a sustainable designed restaurant. The brand has thought
on absolutely everything that would drive customer satisfaction, retention, and loyalty through
the roof. In terms of food, Elevated Burgers fry their French fries in olive oil, they use USDA
certified organic 100% grass-fed beef, and organic free-range chicken. Also, not only are their
ingredients sustainable, but also their restaurant design by using energy-efficient lighting and
economical equipment and products made of sustainable materials when possible. The brand’s
strong presence in social media sites, such as Instagram, allows them to create value added
connections with consumers and further their outreach.
“The perceptions of marketing, enhanced by the unethical and self-interested actions of some
companies, make it even more necessary that Christians work to establish practices that reconcile
consumers to producers, wants to needs, and value for exchange” (Busuttil). Elevation Burger’s
founder, Han Hess, founded the brand in 2005 and has focused his marketing management
efforts on values referenced in the Bible. He stated in a film created for Seattle Pacific
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University, “I believe Christians should care for the environment. I think that’s true because of
the circumstances under which God created us. He gave us a mandate to tend the garden.” In a
society where displaying strong Christian values is frown upon, his decision to put God first in
his business, and create an honest, trustworthy brand is a perfect exemplification of Joshua 1:9.
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References
Hill, E. B. (2020). Business as Usual? Marketing, God, and the Limits of Christian Callings.
https://digitalcommons.augustana.edu/cgi/viewcontent.cgi?
article=1521&context=intersections
Busuttil, L. R. (2017). Toward a Practical Theology of Marketing: A Five Ps Approach to the
Business of Persuasion. https://www.scribd.com/document/406615171/9477-325-19232-1-
10-20171127-pdf
Seattle Pacific University. (2022, March 11). Elevation. Faith & Co.
https://faithandco.spu.edu/film-detail/eschatological-hamburgers-elevation/
