Hundreds of handmade cinnamon rolls, worth roughly $3,000, were supposed to hit the Yellow Green Farmers Market in Hollywood, Florida. Instead, the bakery that made them says they vanished after an Uber courier picked them up.
Roll & Dough, the South Florida operation founded by Florida International University students Julie Pierre and Jovan Mitchell, prepared more than 350 of its signature Japanese milk-bread-style cinnamon rolls for the Saturday market around August 22-23, 2026. According to the bakery, the driver was expected near 8:48 a.m. The order never arrived. Pierre says the driver stopped answering calls and texts for hours. Around 1:16 p.m., the app marked the delivery failed or incomplete. Uber charged about $205 for the trip.
Pierre posted screenshots and an emotional TikTok that quickly passed 1.4 million views.
“It was the first time I felt angry enough to want to sit down and just sit in the sun and cry,”
She said in one video. The lost inventory, she explained, hit money needed for payroll, kitchen costs, school expenses, and support for a 17-year-old under her legal guardianship.
Pierre filed a police report with the Sunrise Police Department and said the bakery pressed charges. Uber called the report “very troubling” and “not the experience we want users to have.” The company removed the driver’s access to the platform while investigating and later issued a full refund after an initial partial $100 credit.
The driver’s identity, motive, and any possible resale of the rolls remain unconfirmed. No public details on arrests or formal charges have emerged.
Pierre returned to the commercial kitchen around 3 a.m. and, with the team, produced about 400 replacement rolls for the next market day. The business had already outgrown hauling trays and equipment in a Honda Civic. A GoFundMe titled “Help Roll & Dough Build What’s Next!” raised more than $4,000 toward a reliable vehicle and a permanent bakery space.
Multiple local outlets, including Dexerto, Local 10, and the Miami Herald, reported consistent details matching the bakery’s account and documentation. The core incident the missing delivery, police report, and Uber’s suspension of the driver is supported across those reports. The allegation that the driver stole the rolls remains just that: an allegation under investigation.
The episode leaves a sharper question hanging for other small businesses. When high-value inventory is handed to a third-party gig courier with limited tracking and accountability, how much risk is built into the model? For Roll & Dough, the answer arrived in the form of empty trays and a frantic overnight bake.
