Purpose - This study aims to examine the impact of religious sensitivity on brand trust, equity and values of the fast food industry in Malaysia. Design/methodology/approach - A survey of the fast food industry in Malaysia was conducted as the primary source of information. Findings - It is expected that religious sensitivity will influence brand trust, equity and values of the food industry in Malaysia. Research limitations/implications - The paper focuses on the fast food industry and concentrates only on the impact of religious sensitivity on brand trust, equity and values. Practical implications - The results provide insights to the fast food sector and other organizations of similar structure regarding how they could manage marketing strategies for improved business performance. Originality/value - This paper is perhaps one of the first to investigate the impact of religious sensitivity on the fast food industry.