Got friend who gets bad treatment because of his looks
I'm just posting on here because I'm curious about just getting some regular people's advice and opinions on this. I got a friend who is a good person who gets some very bad treatment because of the way he looks, he has a facial deformity, the deformity is no in a particular place, his general facial structure has never grown properly and he looks, as the nasty judgemental people that we see sometimes say it, he's hideous. I don't view him that way because I care for him, but I've seen how people look at him and treat him sometimes, it's sometimes horrible, he doesn't get treated equally, and I don't know what to do.
For example, when we get served, like for example, at Krispy Kreme, the woman helping us greeted me and my girlfriend with pleasantly and a smile, but as soon as she looked at him, her smile disappeared instantly, her tone changed to very abrupt and made it very obvious that she did not want to be looking at him or be near him. And sadly, I know it's because of his appearance. I've read about lookism and how it's a very real thing. And the woman at Krispy Kreme is far from the only time this happened.
What's even worse is that my friend has tried talking to the people serving him that treat him this way and telling them how they've hurt him, and not only do they not seem to care, but him doing just freaks them out more. Why do they have to treat him like this just because of his appearance? Do they not see someone as a human being with feelings once they see something in that particular person that weirds them out? (and I know freaky (or deformed or whatever) looking faces do weird some people out. Also, why does it only weird them out more when he tells them that their treatment has hurt him? Is confronting someone about mistreating you for your appearance when you're hard on their eyes a bad move?
Please don't say that his mistreatment is not because of his appearance, because he has a noticeable deformity, he's not getting treated the same way I and other people are getting treated because I am seeing it many times. Plus, I have overhead a few of the people who have treated him badly utter remarks to their friends/ co worker how hideous he is. It really hurts me to see him continue getting treated this way because I really care about him. Please, if you have any advice on what else to do, like should he keep telling the people hurting him that they're hurting him? Because that just weirds them out more, it doesn't help, they're rarely apologetic. Should I say anything else to these people, because when I've done it, they don't really want to answer me or respond. Any advice any of you got, I'd really appreciate.