In 2017, a Dairy Queen in Kewaskum, Wisconsin, became the center of online attention after a bold message posted in its front window sparked widespread debate. What some saw as a simple declaration of values, others viewed as divisive, igniting conversations about in
clusivity and free expression.
For years, this Dairy Queen has displayed a sign proudly proclaiming its “politically incorrect” stance. While locals were accustomed to it, an out-of-town customer’s social media post in 2017 brought it to national attention. The sign highlighted holiday greetings like “Merry Christmas,” “Happy Easter,” and “God Bless America,” declared “In God we trust,” and promised free sundaes for veterans on Veteran’s Day.
The franchise owner, Kevin Scheunemann, who created the sign back in 2012, stands firm in his beliefs. “I felt the sign was appropriate to hang in terms of being transparent about the views of the owner and staff supporting God and country,” Scheunemann explained to WeAreGreenBay.com. His decision to post the sign came after a customer expressed discomfort with Christian music playing inside the restaurant.
Scheunemann acknowledges the sign’s controversial nature but remains unapologetic. “Those kinds of values and principles seem to be increasingly controversial in society. I’m happy to discuss it with anyone who disagrees,” he said.
Mixed Reactions
Reactions to the sign have been polarizing. In 2017, a customer from Oregon shared a photo of it on Dairy Queen’s national Facebook page, criticizing its exclusionary tone. This led to a wave of negative comments, with some, like Steve Thomas from Milwaukee, describing it as “tasteless.” Thomas specifically took issue with the sign’s use of terms like “snowflake” and its criticism of “safe spaces.”
Despite the backlash, the sign garnered significant support. Many praised Scheunemann for standing by his values, with some even traveling to the restaurant to snap a photo with the now-famous sign.
In response to the controversy, Dairy Queen released a statement clarifying that the views expressed were those of the independent franchise owner and not reflective of the corporation. “We expect our franchisees and employees to treat every customer with dignity and respect,” the statement read.
A Recurring Flashpoint
The Dairy Queen’s stance has continued to stir debate over the years. In 2020, the location made headlines again when a Donald Trump campaign sign placed near its parking lot became the target of a theft attempt. CCTV footage captured two individuals trying to steal the sign, prompting Scheunemann to offer a $500 Dairy Queen gift card for information leading to their arrest.
A Broader Conversation
Love it or hate it, the Dairy Queen’s sign has sparked conversations far beyond Kewaskum. To some, it represents a stand for free expression and traditional values; to others, it feels exclusionary in a diverse society. Whether celebrated or criticized, it’s a powerful example of how a single message can ignite national discourse and highlight the divide in cultural perspectives.