Uber Responds to Viral Florida Courier Cinnamon Roll Heist Allegations: About 300 Rolls Reported Missing

Uber has responded after South Florida bakery Roll & Dough accused an Uber courier driver of failing to deliver about 300 cinnamon rolls worth more than $3,000, sparking a viral fundraising campaign for the growing business. The allegations surfaced on TikTok after Roll & Dough co-founder Julie Pierre described what she said happened to a large order of about 300 cinnamon rolls headed to the Yellow Green Farmers Market in Hollywood, Florida.

In the post, Pierre said the Uber driver was supposed to deliver the cinnamon rolls at 8:48 a.m. Saturday, August 22, 2026, but the delivery later showed as failed after an attempted delivery at about 1:16 p.m. Axios reported that Roll & Dough had nearly 500,000 combined Instagram and TikTok followers at the time of its Aug. 24 report.

She said the missing shipment represented money the bakery depends on for payroll, its commercial kitchen, and work toward a permanent bakery location. Pierre’s TikTok posts drew widespread attention online. “A lot of people are speculating that he’s selling them on Facebook Marketplace,” Pierre said.

Uber Gave a Full Refund.

Pierre also told Axios that Uber charged her $205 for the delivery and initially offered a $100 refund. She said the failed delivery created a significant financial problem for the bakery. Pierre subsequently confirmed that Uber issued a full refund after the story gained media attention.

Uber has now addressed the allegation. In a statement to Axios, the company said, “The report is very troubling, and not the experience we want users to have. We’re continuing to look into this so we can take appropriate action.” Uber also removed the driver’s access to its app while it investigates the incident.

The company has not publicly identified the driver. According to Local 10 News, Roll & Dough filed a police report with the Sunrise Police Department.

Pierre said that after the incident, the bakery responded to the loss by returning to work. According to Axios, she went to the bakery around 3 a.m. and made about 400 replacement cinnamon rolls for the following Sunday’s market.

The incident also prompted Pierre to launch a GoFundMe campaign for Roll & Dough. The fundraiser, titled “Help Roll & Dough Build What’s Next!,” seeks $7,000 to help the business obtain reliable transportation for its products and equipment and move toward a permanent bakery space. As of Aug. 26, the campaign had raised $4,000 from more than 100 donations.

Uber Courier is Designed for Businesses.

With Uber Courier, customers and businesses can send packages through drivers using the Uber platform. According to Uber’s Courier information, users can request same-day or express delivery, track the package in real time, and receive a delivery notification. Uber also offers Uber Direct, a business-focused delivery service that supports same-day, next-day, and scheduled deliveries.

The service has faced other allegations involving missing or stolen packages. In May 2025, a Chicago couple told CBS News Chicago that an Uber courier took packages worth more than $1,000 after picking them up, with the alleged incident captured on camera. A New York family also recently reported a suspected Uber Courier theft.

Uber’s Help Center also provides guidance for Courier problems, including damaged packages and lost or stolen items, and directs users to contact the company for assistance.

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