More than a pinch:
This has the smell of too many variables. Which branch of Morrisons, when, can we be really sure it's not just made up by anti Muslim sentiment or worse, by the marketing folk at ASDA?
On the other hand, can you imagine the reaction to a customer refusing to be served by a Muslim in case it somehow helps the cause of an IED factory?
Which action do you suppose is more likely to result in the press making a big thing out of it?
Slightly off topic, a guy wearing a bangle, wtf? That's why H4H sell car stickers.