Was the Firing of the Wisconsin Cinnabon Employee for Racist Outburst Justified, and What Does It Reveal About Social Media’s Role in Accountability?

In a recent incident that has ignited widespread debate, a Cinnabon employee in Wisconsin was terminated from her job after a video surfaced online showing her hurling racist slurs, including the highly offensive N-word, at two customers. This situation raises the question: Was the swift action taken by the Georgia-based cinnamon roll franchise justified, and how does social media play into the dynamics of accountability in such cases?

The incident took place at a Cinnabon outlet in Ashwaubenon, Wisconsin, when the worker’s disturbing behavior was captured on camera and subsequently went viral. Cinnabon, in a statement posted as a comment on the video’s X platform (formerly known as Twitter) thread—though the original footage emerged on TikTok—confirmed that the employee was “immediately terminated” by the franchise owner. The company described the video as “disturbing” and emphasized that such conduct is not tolerated, prompting us to ask: Should employers always take immediate and decisive action in response to such incidents, regardless of the context?

“We’ve seen the disturbing video from the Cinnabon bakery in Ashwaubenon, WI, and we do not condone this behavior,” the official statement read. “The former employee was immediately terminated by the franchise owner. Their actions do not align with our values or the welcoming experience every guest deserves.” This raises another question: How do corporate values translate into real-world actions, especially in high-pressure situations?

In a subsequent statement to the Associated Press, Cinnabon further clarified its stance: “Their actions and statements are completely unacceptable and in no way reflect the values of Cinnabon, our franchisees, or the welcoming environment we expect for every guest and team member.” This leads us to ponder: Can a single employee’s actions tarnish the reputation of an entire brand, and what measures can companies take to prevent such incidents?

The video, initially shared on TikTok, depicted a white female employee berating and mocking customers from behind the counter, with one of them recording the altercation. At one point, she is seen using a racial slur and declaring, “I am racist and I’ll say it to the whole entire world. Don’t be disrespectful.” The employee also made an obscene hand gesture and exchanged profanities with one of the individuals in the store. This behavior prompts the question: What are the psychological and societal factors that contribute to such overt displays of racism, and how can they be addressed?

According to the TikTok user who posted the video, the incident occurred while she and her husband were taking a break from shopping at a mall in Ashwaubenon, a suburb of Green Bay, on a Friday. The customer recounted that she ordered a caramel pecan cinnamon roll and requested additional caramel, as the initial amount seemed insufficient. She began recording after the worker responded harshly and made derogatory remarks about her hijab. This situation raises the question: How can customers protect themselves from such abuse, and what support systems should be in place for those who experience discrimination?

An online fundraising campaign has been launched to support the affected customers, identified as a “black Somali Muslim couple,” who were reportedly “traumatized” by the encounter. Conversely, a competing campaign purportedly aimed at benefiting the fired worker has garnered tens of thousands of dollars. This effort is hosted on the same Christian crowdfunding platform that previously raised hundreds of thousands of dollars for a Minnesota woman who admitted to using a racist slur against a Black child at a playground earlier in the year. This dichotomy in fundraising efforts leads us to ask: What are the ethical implications of financially supporting individuals who have engaged in racist behavior, and how does this impact societal attitudes towards racism?