He is going to have legal problems by doing this as he is breaking the law.
As even during Black History Month, a business could not extend discounts to only black customers.
I feel like a lot of people are just hoping for the GoFundMe accounts to be set up for them. Create a controversy, weather the storm from the media and others, and wait for the donations to pour in.
Not everyone can be the pizza people from Indiana.
Offering a discount is not refusing service to others. If he were to turn away non-Caucasian customers, he'd be in violation of the law, but how is it any different than offering moms a discount on Mother's Day or Dads on Father's Day? Or vets on Veteran's Day?