The free market can take care of unfair discriminators rather quickly and efficiently.
So its the free market that "ended" racial discrimination?
barbarousrelic hit the nail on the head. Let me requote him:
It's important to note that one's race or sexual orientation are things that they have no control over, whereas one's membership in a violent racist group is the product of a conscious decision.
Refusing to serve a neo nazi is IMO fine. Refusing to serve someone because he is of German descend, is not. And no, free markets wont solve that, not when the people being discriminated represent a (small) minority.