Wisconsin DQ Puts Up ‘Politically Incorrect’ Sign, Owner Doesn’t Back Down

A Dairy Queen in Kewaskum, Wisconsin, has found itself at the center of an online debate after a recent Facebook post brought attention to a sign in its front window. The sign, which has been on display for nearly four years, was created by the restaurant’s owner, Kevin Scheunemann, in response to a customer complaint. Scheunemann wanted to make his values clear to patrons, and the sign has quietly stood ever since—until it caught the eye of a tourist from Oregon.

The tourist posted a photo of the sign on social media, sparking both support and outrage. Some praised the restaurant’s bold stance, while others were concerned about the potential for exclusivity. The post quickly gained traction, but was eventually removed.

What caused the stir? The sign prominently declares the restaurant’s embrace of phrases often deemed “politically incorrect,” such as “Merry Christmas,” “Happy Easter,” and “God Bless America.” It also shows deep respect for veterans, offering them complimentary sundaes as a token of appreciation for their service.

Despite the online controversy, many in the local community support Scheunemann’s decision, with local business owners echoing the sentiment that anyone uncomfortable with the message can choose not to dine there. Dairy Queen corporate, however, made it clear that while franchisees can express personal beliefs, all customers must be treated with respect, regardless of religion or background.

For now, the sign remains in place, standing as a reflection of the owner’s principles—and a reminder of the larger debate surrounding free expression in public spaces.