The smart minorities and women should have bought their cupcakes at the discount, and then pocketed a tidy profit by reselling them to hungry white guys at price below the original sellers "white guys price". White guys may not have been eager to buy from the "racist" vendors, but would have rushed to show their support for minorities and women (and for lower priced cupcakes) by supporting the fledgling women- and minority-owned businesses.
That's how it works in the real world. I have worked as a sub-contractor for minority owned business that could get set aside government work that I as a white male could not. The black owner had no idea how to do the job, so he just sub'ed it out to me. We were both happy and both made some money, but we also both knew that it was farce.