Note: We are republishing this story, which originally made headlines in September 2017.
A Dairy Queen in Kewaskum, Wisconsin, drew national attention after a sign in its front window went viral. The sign describes the restaurant as “politically incorrect” and states that staff say “Merry Christmas,” “Happy Easter,” and “God Bless America.” It also notes that the business salutes the flag, supports the troops, and offers free sundaes to military veterans on Veterans Day, according to WDJT.
Franchise owner Kevin Scheunemann said he posted the sign to be transparent about the values shared by him and his staff. “It just seems that those kinds of values and principles are becoming controversial in society,” he said. Scheunemann explained that he first put up the sign nearly four years earlier after a customer complained about Christian music playing in the restaurant. He said no further issues followed.
The sign gained widespread attention only after a visitor from Oregon shared a photo of it on Facebook, expressing concern about the message. The post sparked intense debate before being deleted, according to KIRO. Some commenters criticized the backlash, saying personal attacks were unnecessary.
Several local business owners and residents supported Scheunemann, noting that customers can choose whether to enter. “You don’t have to walk in if you don’t agree with it,” said local bar owner April Serwe. Dairy Queen’s corporate office later clarified that the sign reflected only the views of the independent franchise owner and not the company as a whole, emphasizing that all customers should be treated with dignity and respect.