Note: This story originally made headlines in September 2017 and is being republished.
A Dairy Queen in Kewaskum, Wisconsin, drew national attention after a sign displayed in its front window went viral online. The sign described the restaurant as “politically incorrect,” explaining that staff say “Merry Christmas,” “Happy Easter,” and “God Bless America.” It also stated that the restaurant salutes the American flag, supports the troops, and offers free sundaes to military veterans on Veterans Day.
Franchise owner Kevin Scheunemann said the sign was meant to be transparent about the values he and his staff support. He added that those beliefs—faith, patriotism, and tradition—seem increasingly controversial in modern society. Scheunemann said he first put up the sign nearly four years earlier after a customer complained about Christian music being played inside the restaurant. Since posting it, he said he has had no further issues.
The sign gained widespread attention only after a visitor from Oregon shared a photo of it on Facebook, expressing concern over what she felt were exclusionary views. The post quickly sparked debate, attracting strong reactions both for and against the message, and was later deleted. Some commenters criticized the personal attacks directed at the woman who shared the photo, while others defended the owner’s right to express his beliefs.
Local business owners and residents largely supported Scheunemann, saying customers are free to decide whether or not to enter. Dairy Queen’s corporate office later clarified that the sign reflected only the views of the independent franchise owner and did not represent the company’s official stance, emphasizing that all customers should be treated with dignity and respect.