Via kiwigrrl by way of Shakesville, the following picture:
About the word "believe": it doesn't work in that context for a couple of reasons. First--the store is not sentient (and I have my doubts about Mr. Marquez), so it is unable to believe in anything on its own.
Second--while the use of "believe in" as a phrasal verb meaning "to be of the opinion that something is proper" is proper, the way it's used here only makes sense if "the store" is a synonym either for everyone who works in the store or for the corporation for which this store is a representative. Either way, Mr. Marquez has potentially set a lot of people up for a discrimination lawsuit.