A franchise of the popular bakery chain Cinnabon in Ashwaubenon, Wisconsin, has terminated an employee after a video capturing the worker hurling racist abuse at a Somali couple went massively viral on social media. The incident, which occurred when the couple visited the outlet to buy food, has been viewed approximately 3 million times across platforms like X, Facebook, Instagram, Threads, and Reddit.
Cinnabon's Swift Response and Statement
Reacting to the widespread outrage, Cinnabon issued a firm statement on the social media platform X this past Saturday. The company clarified that the worker's conduct was completely against its core values and the inclusive experience it promises to every customer.
A spokesperson for Cinnabon informed Newsweek, "We are aware of the deeply troubling video involving a former employee at the independently owned and operated Cinnabon bakery in Ashwaubenon, Wisconsin. The individual seen in the video was immediately terminated by the franchise owner."
The statement further emphasised, "We take this situation seriously and remain committed to ensuring all guests are treated with dignity, respect, and kindness every time they visit one of our bakeries." The company stressed that the employee's actions "do not reflect our values or the welcoming experience every guest deserves."
Broader Political Context and Community Backlash
This disturbing incident unfolded against a backdrop of heightened political rhetoric targeting the Somali community in the United States. In recent weeks, former US President Donald Trump has intensified his attacks, claiming Somali immigrants "have caused a lot of trouble" and "contribute nothing."
In a speech last Wednesday, he referred to them as "garbage" and alleged "they've destroyed our country," while discussing alleged fraud in Minnesota's social services programmes. This criticism from Trump and his administration amplified following reports that funds from fraudulent government schemes might have been diverted to al-Shabab, a militant group.
However, Treasury Secretary Scott Bessent clarified that these allegations are still under examination. It is crucial to note that federal prosecutors have not accused any defendants in recent Minnesota fraud cases of providing material support to foreign terrorist organisations.
Leaders Defend the Somali Community
Somali community leaders, alongside Democratic Governor Tim Walz and Minneapolis Mayor Jacob Frey, have strongly rejected attempts to blame the entire community for individual criminal acts. This includes the "Feeding Our Future" case, a massive $300 million fraud scheme from the COVID-19 era that was meant to provide meals to children.
They argue that conflating isolated fraud incidents with an entire immigrant community is unjust and fuels discrimination, as witnessed in the Cinnabon video. The viral incident serves as a stark example of how inflammatory political discourse can potentially manifest in everyday bigotry and harassment.
The firing of the employee is a direct consequence, but the event highlights deeper societal tensions. It underscores the urgent need for businesses to enforce strict anti-discrimination policies and for public figures to be mindful of the impact of their words on community harmony and safety.
