Cinnabon Incident: Racism on Display in a Wisconsin Mall
In a shocking incident that has sparked outrage and discussion online, Cinnabon has publicly condemned the actions of a former employee at their Ashwaubenon, Wisconsin location. This follows the release of a viral video that shows the employee shouting racist and Islamophobic comments at a Somali couple who were simply trying to enjoy a treat from the bakery.
The Incident Unfolded
The controversy erupted when a TikTok user, identifying as a cousin of the woman involved, shared a video capturing the shocking interactions. The video shows the employee—identified as a white woman—directly addressing the couple. She can be heard using the N-word and unapologetically declaring, “I am racist, and I’ll say that to the whole entire world.” This brazen admission has only fueled the flames of public indignation.
The confrontation began when the Somali woman requested extra caramel for her caramel pecan cinnamon roll, only to be met with a derisive comment about her hijab. The employee reportedly told the woman that she could see her squeezing caramel through “the witch-craft bandana you’re wearing on top of your head,” mocking her cultural and religious attire. This offensive remark clearly set the tone for what followed.
Escalating the Tension
Realizing her actions were being recorded, the employee attempted to intimidate the couple by suggesting she might throw water on them. As the video progresses, the altercation escalates. The employee hurls more insults, culminating in more explicit language directed at the couple, along with a middle finger gesture that left viewers in disbelief.
Witnessing such behavior in a public setting and by someone in a service role raises significant ethical questions, and public outcry was immediate. As the couple walked away, the employee dismissed them with a crude gesture, further demonstrating her disregard for both her position and the customers she served.
Cinnabon’s Response
Cinnabon was quick to respond to the situation, releasing a statement on social media platforms such as TikTok and X (formerly Twitter). Their message emphasized that the company does not tolerate such behavior: “The former employee was immediately terminated by the franchise owner. Their actions do not reflect our values or the welcoming experience every guest deserves.” With the video amassing millions of views, the incident has placed extra scrutiny on the company and highlighted the need for accountability in customer service environments.
Contextual Backdrop
This incident occurs against a backdrop of heightened racial and cultural tensions in the United States, particularly concerning perceptions of Somali immigrants. Political rhetoric, including statements made by high-profile figures, has contributed to a climate where such discriminatory attitudes may fester. Recent comments from former President Donald Trump—where he disparaged Somali immigrants and their contributions to the country—have resonated with those holding similar views. His words have been known to incite hostility and prejudice, which may have emboldened individuals like the Cinnabon employee to express their racist ideologies without fear of consequence.
A Call for Solidarity
The incident has sparked broader discussions about the treatment of minority communities in America and the everyday racism they face. A GoFundMe page has been established to support the couple’s legal fees in the aftermath of this emotionally charged encounter, further highlighting the impact of such public harassment. The couple’s experience may resonate with many who have faced discrimination in their daily lives, underscoring the importance of solidarity and advocacy against racism.
Conclusion of Observations
While the Cinnabon incident may have begun as an isolated altercation, it has raised larger questions about workplace conduct, the need for inclusivity in customer-facing roles, and the societal attitudes that allow racism and bigotry to persist. The reactions to this event will likely echo in conversations about race, identity, and community for some time to come.