Outrage erupted online after a popular Maryland doughnut shop was accused of sharing a controversial 9/11 tribute that viewers believed was AI-generated.
The shop at the center of the controversy is Diablo Doughnuts in Nottingham, Maryland. The local doughnut shop has a significant social media following, with more than 20,000 followers on Instagram.
A screenshot of the post was shared on the Baltimore subreddit and was claimed to be from Diablo Doughnuts’ Instagram account. The post was allegedly deleted later following the backlash, while some viewers also claimed that the image appeared to have been created using AI.
The image featured a depiction of the World Trade Center towers during the 9/11 attacks. The image showed fire and smoke coming from the buildings. A commercial airplane was also silhouetted in the background, which some viewers assumed represented one of the planes involved in the attacks.
The image also featured the phrase “Remember 911” across the top. At the bottom, there was a donut graphic with “911 never forget” written over it. On either side of the donut were two symbolic flags. A Thin Blue Line flag on the left represented law enforcement, and a Thin Red Line flag on the right represented firefighters.
Some people viewed the doughnut shop’s design as inconsiderate and inappropriate. In addition, the claim that it was AI-generated added to the criticism. The Reddit account that shared the image, u/Careless-Art-9483, also wrote, “Diablo Doughnuts, your AI 911 tribute is cringe [expletive].” So far, the shop does not appear to have publicly addressed the image.
Businesses often use the anniversary of 9/11 to remember those who lost their lives. It also acknowledges the significance of the tragedy. However, the controversy surrounding Diablo Doughnuts shows why companies need to carefully consider the wording, imagery, and design of memorial posts. In this case, the image depicting the attacks, along with the donut graphic and the alleged use of AI, led some viewers to see the tribute as insensitive rather than respectful. A more carefully considered design could help businesses honor the victims without appearing to make light of such a painful event.
Viewers Outraged Over Maryland Doughnut Shop’s 9/11 Post
The post sparked reactions online. Many viewers, particularly locals, expressed outrage after seeing the image the Maryland doughnut shop shared. Some believed the design was inappropriate for the occasion. They argued that the business should have been more careful when creating a tribute to 9/11. “That is a big YIKES,” one person wrote. Another person said, “That’s pretty horrible, the watermarked plane is wild.”
More people criticized the shop over the controversial post. “I’m a little bit speechless. I don’t want to hate on these guys, but dudes, come on,” one person wrote. Another person asked, “what the actual [expletive]?.” Others discussed the shop allegedly deleting the post, with one person saying, “So they removed the post. But I’m glad I was able to comment asking if ‘the sales for today were going to charity associated with 9/11 victims. If not then they’re using a day of remembrance as a marketing tactic’.”
The post shared by the shop also raised concerns about how businesses should approach tributes to heartbreaking events such as 9/11. The reaction further showed why businesses facing similar criticism may need to acknowledge the concerns. They should consider issuing an apology when a memorial post is widely viewed as insensitive or inappropriate.
