Schaeffer shut down the Wilcoxson’s Facebook page that night because of theoutrage over his comment, which was described as “racist” by Facebook posters and Reddit users. The page still remains shut down to this day.
The CEO blamed several things for his shallow mistake, including that he thought the location said “Pakistan” by the customer’s name, that it was 7 a.m. and he wasoverwhelmed with work when he read the comment and that it was an “honest mistake,” asreported by The Bozeman Chronicle. Although it is not publicly recorded how many customer’s Wilcoxson’s lost, TheBusiness Insider, as well as other news outlets like Huffington Post and NBC News report that Yelp and Reddit users quickly took to the Internet to rate the small business with one starand to refer to it as “racist ice cream.” A few days later Schaeffer offered to resign because of the bad publicity placed on thecompany that had just celebrated its 100
anniversary; however, there is no record that theCEO actually resigned.Schaeffer told NBC News that he “was wrong and should have just answered thequestion” and that he “didn’t want to be the one to bring down a 100 year company becauseof a stupid comment.”The Muslim customer’s inquiry was eventually answered by Schaeffer after the socialmedia storm had (somewhat) passed, the answer being that the gelatin used in Wilcoxson’sice cream does not contain pork.Today, on the main Wilcoxson’s website under the FAQ tab, the third frequently asked question reads: