In the small town of Kewaskum, Wisconsin, a Dairy Queen franchise unexpectedly became a focal point of national discussion, drawing attention from media outlets, social media users, and curious onlookers alike. The source of the attention was a sign prominently displayed in the restaurant’s front window, which immediately caught the eye of anyone passing by. The sign, written plainly and unambiguously, described the establishment as “politically incorrect,” a phrase that has become increasingly loaded in contemporary discourse. It went on to explain that the staff openly say phrases such as “Merry Christmas,” “Happy Easter,” and “God Bless America,” highlighting their embrace of traditional greetings and expressions of faith.
Beyond simple greetings, the sign went further to outline the restaurant’s broader values and practices. It stated that the restaurant salutes the American flag, supports the troops in meaningful ways, and goes so far as to offer free sundaes to military veterans on Veterans Day. The message reflected not just a casual stance, but a deliberate effort to communicate what the business stands for in terms of patriotism, religious acknowledgment, and appreciation for military service.
Kevin Scheunemann, the franchise owner, explained that the sign was intended to provide transparency about the values he and his staff uphold on a daily basis. He described the message as a reflection of principles—faith, patriotism, and tradition—that he felt were becoming increasingly contentious in modern society. Scheunemann shared that the decision to install the sign wasn’t made lightly. He originally placed it up nearly four years prior, in response to a specific incident in which a customer had complained about Christian music being played inside the restaurant. For him, the sign represented clarity and honesty about the environment customers could expect when visiting the location. Over the years, he said that posting the sign had not caused any further conflicts or complaints, and the restaurant continued its daily operations without incident.
The story only escalated when a visitor from Oregon, traveling through the area, noticed the sign and decided to share a photo of it on Facebook. In her post, she expressed concern that the message appeared to convey exclusionary views or a narrow cultural perspective. Once online, the image quickly went viral, sparking a whirlwind of debate that spanned multiple social media platforms. Reactions poured in from all corners: some users criticized the message, labeling it intolerant or politically insensitive, while others defended Scheunemann’s right to publicly express his personal beliefs. The post eventually was deleted, but by then the conversation had already reached far beyond the small Wisconsin town.
As the online discussion unfolded, a range of perspectives emerged. Some commenters condemned the original poster for drawing national attention to what they considered a private matter, while others championed Scheunemann’s stance as a legitimate expression of freedom of speech and individual conscience. Local residents and business owners largely rallied behind the franchise owner, arguing that the sign didn’t force anyone to enter the restaurant and that customers always had the choice to decide for themselves whether or not to support the business. For many in the community, the sign was seen less as a political statement and more as a transparent reflection of the people running the restaurant.
Dairy Queen’s corporate office eventually issued a clarification to address the growing attention. The company emphasized that the views expressed on the sign were solely those of the independent franchise owner and did not represent the official stance of the brand as a whole. Corporate officials also stressed that all customers, regardless of background, religion, or political beliefs, should always be treated with dignity and respect within the restaurant. The statement reinforced the distinction between individual franchise autonomy and corporate policy, attempting to navigate the fine line between supporting franchise owners’ freedom of expression and maintaining inclusivity across the brand.
In retrospect, the incident highlighted several broader cultural and social dynamics at play. It underscored how small, local decisions can escalate into national debates in the era of social media, where images and messages can be shared instantaneously to a global audience. It also illustrated the challenges businesses face when their personal values intersect with public perception, and how community support can play a critical role in mitigating controversy. For Scheunemann and his staff, the attention reinforced the importance of being transparent about their beliefs while remaining committed to respectful engagement with the public.
Ultimately, the Kewaskum Dairy Queen story became more than a local news item—it evolved into a case study in free expression, community values, and the power of social media to amplify everyday occurrences into national conversations. It sparked dialogue not only about faith, patriotism, and tradition, but also about the responsibilities of business owners, the boundaries of corporate oversight, and the diverse ways in which people perceive public messaging. For patrons who continue to visit the restaurant, the sign remains a visible reminder of the owner’s principles, and the story endures as a reflection of the ongoing negotiation between personal belief, public opinion, and cultural sensitivity in 21st-century America.