Screenshots of the staff member's comments began circulating on social media, showing the worker liking a comment saying it was "perfectly legal" to "quickly mow down an aggressive cyclist or pedestrian", as long as they were "on and off the footpath within 10 seconds".
In a post on Facebook, the staff member also shared an event that appears to be a retaliation to the Harbour Bridge protest, with the caption: "I'll be polishing my bull bars for this".
The post included numerous comments from other people encouraging violence against cyclists.
"Bring the truck around here when you're done … and I'll wash any blood or evidence away for you," one commenter said.
"Does Mitre 10 sell tacks? Asking for a friend," one person asked. The staff member then responded saying they do and "I get a discount".
Following the comments, Mitre 10 says it has told the person to remove all posts on this topic from their profile.
The company says the worker has apologised.
"We are disappointed that they have caused offence to the cycling community and we absolutely do not share their views. To be clear, Mitre 10 does not tolerate bullying, racism or any other discriminatory behaviour," Mitre 10 said in a statement on social media.
"Thank you to the members of the public and our team who have brought this to our attention. We take this situation very seriously and we are taking all steps to resolve this appropriately."
The post generated controversy on social media, where many defend the staff member's right to say as they please and slam Mitre 10 for having a "woke" reaction, while others pointed out the person incited violence and used Mitre 10's logo on their social media.
"So you're against freedom of speech? If it's on their own personal page with no reference too M10 at all, then what business is it of yours. They haven't brought your business into disrepute, so what right do you have too censor what they say. After all, freedom of speech is a right," one person commented on the Mitre 10 statement.
Auckland councillor Richard Hills weighed in on the matter on Twitter, pointing out the staff member did use the company's branding on their social media and mentioned their staff discount in their threats.
"He posted about murdering cyclists & giving mates discounts at Mitre 10 for products to help with murders & joked about washing blood off vehicles," Hills posted.
"He had Mitre 10 as his employer & him at Mitre 10 as his banner image on social media."
"But sure, free speech advocates, have your moan. Although I'm sure you also believe a business has a right to protect their image. And I'm sure you don't think it's cool for people to threaten death and injury on others," Hills wrote in a separate tweet.
Related Stories
Comments
On another NZ media site there is an appalling amount of support for the disgusting things that were posted to Facebook by the Mitre 10 employee.
Thank you ODT for giving your readers an insight into the level of awfulness that was spewed forth by that person - just a shame that not all media outlets are as committed to informing their readership and seem more interested in attracting uninformed outrage!
"giving mates discounts at Mitre 10 for products" hills posted, from what I have read, no the guy wasn't offering his mates discounts but rather the staff member gets discounts, "Does Mitre 10 sell tacks? Asking for a friend," one person asked. The staff member then responded saying they do and "I get a discount", where is that offering others a discount.
We have freedom of speech, but keep it within reason. Not the have at it speech where anything goes because there are repercussions. Exercise common sense and caution with this freedom, because in some parts of this world that freedom does not exist and it can be easily lost.
Threats to kill are not free to make without legal consequence.
There is no place for Bull Bars outside of rural areas.
Not really for mitre 10 to apologize though, is it? It wasn't the company who made the post, just some a***e they were unfortunate enough to employ. I guess we'll be waiting a long time for an apology from that one though. Would be easier to laugh off if the sentiment weren't so widespread.
You do not have a right to freedom of speech. Your right to freedom of speech is curtailed by many laws and also by the policies of private companies. It has long been held that an employee has no right by words or action to bring his employer into disrepute, and fair enough. Threats of violence,even tongue in cheek, are unlawful as are defamatory statements against people. Even the ODT limits freedom of speech on these comment pages, and it has every right to do so. Any privately own website can quite rightly curtail freedom of speech as it sees fit.
So, freedom of speech is important especially in relation to matters of govt, but it is not a right, it is a privilege that must be treasured and morons who abuse it should be punished, they are a threat to us all.
I don't understand the "freedom of speech" debate going on here. The staff member exercised their "freedom of speech" when posting the offensive comments. Mitre 10 then exercised their right to protect their brand, given that the employee referenced Mitre 10 in his/her comments. It seems that some people believe that freedom of speech means they can say whatever they want to without having to endure consequences. Freedom of speech does not exempt us from suffering consequences on the basis of something we say.
What sort of drongo gave that quote? Free speech isn’t a right in New Zealand law, although freedom of expression is, unprotected by any constitution and legally able to be taken away at any time. Remember though, freedom of expression (or speech for that matter) only protects your right to say what you want - it doesn’t force others to listen, and it equally gives them the right to tell you what you’re saying isn’t acceptable! Turn off your Fox News, this is New Zealand.
As soon as any national chain or brand becomes implicated the business/concern in question goes into damage control. Mitre 10 themselves were not responsible for the posts against cyclists, their employee was, and that person portrayed the Mitre 10 branding / corporate identity on their page and mentioned the local branch and their connection to it in their various posts. It is a situation of implication via association. The company Mitre 10 have an image to uphold and a sense of responsibility towards their customers and community, any negative publicity involving an employee would need to be managed, as in this situation. It can all get so quickly out of hand when social media is the delivery platform. Obviously, people do foolish and impulsive things, often spur of the moment gestures, at times unwise. Its best to not go through the living hell of potentially becoming unemployed by your own hand, by avoiding posts that involve threats or violence towards others.