Cinnabon recently went viral for all the wrong reasons after an employee of the brand was caught being racist by customers. Reportedly, a Cinnabon worker in Wisconsin has been fired after a racist outburst directed at two customers went viral, the Georgia-based cinnamon roll chain said.
Cinnabon is a globally recognized brand famous for its warm, gooey cinnamon rolls and indulgent baked goods. Founded in 1985 in Seattle, Washington, the company quickly grew into a household name thanks to its signature rolls, which feature a sweet, rich cinnamon filling and a creamy cream-cheese frosting.
Reportedly, Cinnabon posted a statement on social media that the worker, who it did not identify, was “immediately terminated” by the franchise owner over a “disturbing video” of the incident.
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“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,” the company added in a follow-up statement to The Associated Press on Sunday.
Reportedly, the video was posted on TikTok and showed a white, female employee cursing at and taunting at the customers from behind the counter as one of them recorded the encounter, at one point she is seen on video uttering a racial slur and saying, “I am racist and I’ll say it to the whole entire world. Don’t be disrespectful.”
The recent incident at a Cinnabon store in Wisconsin highlights the critical importance of maintaining a safe, respectful, and inclusive environment in all customer-facing businesses. While Cinnabon is globally recognized for its signature cinnamon rolls and widespread appeal, even established brands are not immune to reputational risk when individual employee behavior fails to reflect organizational values.
The viral video of a staff member verbally abusing customers and using a racial slur illustrates both the persistence of societal biases and the amplified visibility of misconduct in the age of social media. It underscores the need for companies to proactively foster a culture of accountability, professionalism, and cultural sensitivity among all employees.
Cinnabon’s early success in Seattle led to rapid expansion through mall-based locations, airports, and travel plazas, targeting high-traffic areas where the smell of fresh cinnamon rolls could entice shoppers and travelers. Its focus on consistency, freshness, and indulgence became a hallmark of the brand. By the early 1990s, Cinnabon had expanded across the United States and began to explore international markets. Today, Cinnabon is part of GoTo Foods (formerly Focus Brands), headquartered in Atlanta, Georgia, which also manages other well-known brands like Auntie Anne’s and Carvel.
The company operates primarily through a franchise model, enabling local operators to manage individual stores while following corporate standards for products, training, and customer service. As of 2025, Cinnabon has approximately over 1,600 franchise locations globally, though exact numbers vary due to openings, closures, and co-brand partnerships. The brand continues to innovate with seasonal products, specialty beverages, and co-branded outlets, while maintaining its focus on signature cinnamon rolls.
Despite varying regional presence, Cinnabon remains a leader in the quick-service bakery segment and a symbol of indulgent, accessible comfort food worldwide.