A Dairy Queen location faced significant backlash after displaying a contentious sign.

In 2017, a Dairy Queen located in Kewaskum, Wisconsin, caught the public’s attention with a controversial message displayed in its front window, triggering significant online discussion.

Certain phrases, like “Merry Christmas,” can lead to heated debates, despite appearing harmless to some individuals.

In a diverse world with various beliefs and customs, a greeting that seems simple to one person may be perceived as exclusionary by another.

This clash of views can turn an otherwise innocent statement into a contentious topic. A case in point is the Dairy Queen in Wisconsin, which made news for its provocative window sign that ignited fierce online debate.

For years, this Dairy Queen has prominently featured a “politically incorrect” sign that locals have known well. However, it was not until 2017 that an out-of-town patron brought it to wider attention, sparking a viral response.

The owner of the establishment, Kevin Scheunemann, is responsible for the sign and defends its message wholeheartedly.

“I thought it was fitting to display the sign as a way of being open about the owner and staff’s support for God and country,” Scheunemann told WeAreGreenBay.com.

What did the sign say?

The sign boldly proclaimed the restaurant’s support for “political incorrectness,” highlighting holiday messages such as “Merry Christmas,” “Happy Easter,” and “God Bless America.” It also featured the phrase “In God we trust” and announced that veterans would receive free sundaes on Veterans Day.

According to Scheunemann, he decided to put up the sign in 2012 after a customer expressed displeasure at the Christian music playing in the restaurant.

“I felt it was important to share these types of expressions,” he elaborated. “These values and principles seem to be increasingly controversial in today’s society.”

Despite the periodic backlash, Scheunemann remains steadfast in his beliefs, open to discussing differing opinions while standing proud of his principles.

Not everyone agrees

However, not everyone shares Scheunemann’s viewpoint. A customer from Oregon posted a photo of the sign on Dairy Queen’s national Facebook page in 2017, criticizing its exclusionary nature.

This led to a wave of negative feedback, including comments from individuals like Steve Thomas of Milwaukee, who remarked, “I find this sign to be quite distasteful for one of your franchises. The use of the term ‘snowflake’ alienates half the population.”

Thomas continued, “Additionally, I disapprove of his dismissal of ‘safe spaces.’ Young adults need supportive environments to express their struggles without fear of criticism, and this sign discourages that.”

Despite the criticism, many expressed their support for Scheunemann, with some even traveling long distances just to take photos with him.

In light of the controversy, Dairy Queen issued a statement:

“American Dairy Queen Corporation does not encourage our independently owned and operated franchisees to display non-business-related messages. This sign reflects the personal views of this independent owner and does not represent the ADQ Corporation or other franchisees. We expect our franchisees and employees to treat every customer with dignity and respect.”

Further controversy

In 2020, the same Dairy Queen found itself embroiled in another debate when a Donald Trump campaign sign, placed near the restaurant’s parking lot, was nearly stolen.

CCTV footage captured two individuals attempting to remove the large Trump sign, but they were unable to fit it into their vehicle. Scheunemann, who shared the incident on Facebook, even offered a $500 Dairy Queen gift card for information leading to the arrest of the suspects.

Whether loved or criticized, the politically charged sign at Dairy Queen has certainly generated conversation over the years.

Whether you support Scheunemann’s unyielding stance or believe it crosses a line, it is evident that his message resonates with a diverse range of individuals. From intense discussions on social media to visitors traveling great distances to take pictures with the sign, it serves as a reminder of how one statement can spark a much larger dialogue.