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Small‑Town Dairy Queen Sign Sparks Nationwide Debate on Free Speech, Inclusion and Business Values
In the quiet town of Kewaskum, Wisconsin, a humble Dairy Queen franchise has become an unlikely flashpoint in the national conversation about free speech, tradition, and inclusivity — all because of a hand‑painted sign displayed in its front window.
The Sign That Made Headlines
The sign, posted by franchise owner Kevin Scheunemann, openly declares that the restaurant is “politically incorrect” and includes messages such as:
- “Merry Christmas,” “Happy Easter” and “God Bless America”
- Offers free sundaes to veterans on Veterans Day
- Displays the phrase “In God We Trust” prominently
Scheunemann says the sign reflects his personal values — a celebration of faith, patriotism and gratitude — and isn’t intended to offend. “I’m not trying to offend anyone. I’m just sharing what I believe in,” he told local media.
Originally posted years ago, the sign attracted little outside attention until a photo shared on social media went viral, prompting a surge of nationwide discussion.
Public Reaction: Support and Criticism
Responses to the sign have been deeply polarized:
Supporters praise the sign as a bold affirmation of personal conviction and traditional values. Many have applauded the owner’s right to express his beliefs, with some customers even traveling long distances to visit the Dairy Queen because of it.
One frequent comment on social media summed up the sentiment among supporters: “Finally someone willing to say what they believe.”
For some, the sign’s holiday greetings and veteran recognition were seen not as political diatribes, but as respectful traditions worth honoring.
Critics, however, see the message differently. Some have argued that labeling a business as “politically incorrect” — and emphasizing specific religious greetings — can feel exclusionary, especially in a diverse society where customers may celebrate different holidays or hold varied beliefs.
One frequent critique: A business that highlights specific faith‑based phrases may unintentionally signal that not everyone feels equally welcome.
The controversy also raised broader questions about how and whether personal beliefs should be displayed in public commercial spaces.
Corporate Clarification and Business Impact
As the debate went national, American Dairy Queen Corporation stepped in with a clear statement: the sign reflects the views of this independent franchise owner and not the position of the Dairy Queen brand as a whole. The company emphasized its commitment to inclusivity and respect for all customers.
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