Dairy Queen Store in Hot Water Over Controversial Sign
Back in 2017, a Dairy Queen located in Kewaskum, Wisconsin, became the center of attention online due to a sign put up in its front window, which ignited a considerable amount of debate across the internet.
Phrases as simple as “Merry Christmas” can sometimes lead to disputes, despite being perceived as harmless by some.
Our world is rich with varied beliefs and traditions. What seems like a mere greeting to one person may be seen as exclusionary to another.
This natural clash of views can transform an innocent-sounding phrase into a more significant discussion. For instance, consider the Dairy Queen in Wisconsin, which captured headlines with a striking sign on its window, setting off a fervent online debate.
For many years, visitors and residents of Kewaskum have seen the “politically incorrect” sign on display at this Dairy Queen. Although the locals are used to it, in 2017, an out-of-towner noticed it, and that was enough to spark an online uproar.
The store’s owner, Kevin Scheunemann, is behind the sign and unapologetically endorses its message.
“I wanted the sign to openly reflect the views supported by our staff and me — our support for God and country,” Scheunemann told WeAreGreenBay.com.
The Message in Kewaskum
What was written on the sign?
The sign boldly expressed the restaurant’s “political incorrectness” stance. It highlighted holiday greetings such as “Merry Christmas,” “Happy Easter,” and “God Bless America.” The sign also included “In God we trust” and offered free sundaes to veterans on Veteran’s Day.
Scheunemann came up with the idea for the sign in 2012 after a patron expressed displeasure over Christian music playing inside.
“It seemed right to express these views openly,” Scheunemann reflected. “Today, these values appear to be growing more controversial.”
In spite of occasional disputes, Scheunemann remains resolute. He is open to discussing differing opinions but remains proud of his deeply held principles.
“Pretty Tasteless” Reactions
However, not everyone sided with Scheunemann. In 2017, a customer from Oregon snapped a picture of the sign and shared their displeasure on Dairy Queen’s national Facebook page, citing its exclusivity.
This led to a cascade of negative responses, including one from Steve Thomas of Milwaukee, stating, “I believe this is pretty tasteless for a franchise to display. Using the term ‘snowflake’ is particularly divisive, alienating a segment of the population.”
Thomas elaborated, “Belittling ‘safe spaces’ isn’t right either. Young people need somewhere safe to express themselves without fearing judgment. That’s why I object to this sign.”
Despite the criticism, Scheunemann earned significant support, even attracting visitors who traveled far to snap photos with him.
I just had to post this. Naturally, it was really busy tonight. This customer comes up to counter and says he has…
In light of the uproar, Dairy Queen issued a statement:
“American Dairy Queen Corporation doesn’t support franchisees conveying messages unrelated to business. This represents only this franchise owner’s views, not ADQ Corporation’s or other franchise owners’. We expect our outlets to offer every customer dignity and respect.”
New Dispute Emerges
In 2020, the same Dairy Queen found itself embroiled in another disagreement when an attempt was made to steal a Donald Trump campaign sign next to its parking lot.
CCTV caught two individuals struggling to fit the large Trump sign into their car, prompting Scheunemann to offer a $500 Dairy Queen gift card for information leading to their capture.
Love it or loathe it, the Dairy Queen sign remains a fiery topic over the years.
Whether you support Scheunemann’s outspoken views or find them over the line, his message resonates with many.
From passionate discussions on social media to individuals traveling long distances for a photo of the sign, it shows how a single statement can spark widespread dialogue.
