A Simple Sign Has Left People Stunned—Here’s What It Says
In 2017, a small Dairy Queen in Kewaskum, Wisconsin, became the epicenter of a nationwide debate about free speech, values, and political correctness. The catalyst was a sign displayed in the restaurant window. To some, it may have seemed like an innocuous statement, but it quickly became a symbol of broader cultural conflicts, sparking intense controversy.
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The Sign That Started It All
For years, owner Kevin Scheunemann displayed a sign at his Dairy Queen that read:
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“This restaurant is politically incorrect. We say: God Bless America, Merry Christmas, and Happy Easter. We honor our flag and give free sundaes to veterans on Veterans Day. We say ‘In God We Trust.’ If this offends you, you are welcome to contact the owner.”
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This sign clearly conveyed Scheunemann’s stance on faith and patriotism, while also inviting open dialogue with anyone who disagreed.
Why Put Up the Sign?
Scheunemann explained his motivations in interviews with local news outlets like He mentioned that the decision to post the sign stemmed from a customer’s complaint in 2012 about the Christian music playing in the restaurant.
“I wanted to be upfront about our values,” Scheunemann said. “These principles seem to be contentious in society, and I believe in being honest with my customers.”
Locals were accustomed to the sign, but it wasn’t until an out-of-town visitor posted it online in 2017 that the Dairy Queen gained national attention.
Divided Reactions: A Nation Split
The post quickly went viral, attracting both support and criticism. Some praised the sign as a bold stand for free speech and traditional values, while others found it offensive and exclusionary.
On Dairy Queen’s national Facebook page, critics like Steve Thomas from Milwaukee expressed their displeasure. Thomas argued that terms like “snowflake” create a hostile environment and undermine the goal of creating welcoming spaces for everyone.
“This isn’t just about a sign; it’s about fostering safe and respectful environments,” Thomas wrote.
However, many supporters rallied around Scheunemann, with some traveling from afar to show their solidarity. Visitors took photos in front of the contentious sign, turning the small-town Dairy Queen into an unexpected landmark.
Corporate Response: Walking a Fine Line
The American Dairy Queen Corporation (ADQ), Dairy Queen’s parent company, eventually responded to the uproar with a measured statement:
> “The signage reflects the views of the owner, not those of ADQ Corporation or its franchisees. We urge all of our independent franchise owners to treat every person with respect and dignity.”
This response aimed to distance the company from the controversy while respecting the autonomy of its franchise owners.
A History of Controversy
Scheunemann’s Dairy Queen has made headlines for more than just this sign. In 2020, the restaurant became embroiled in another controversy over a large Trump campaign sign placed near the parking lot. When two individuals were caught on camera attempting to steal the sign, Scheunemann offered a $500 Dairy Queen gift card for information leading to their apprehension.
These incidents have cemented the restaurant’s reputation as a flashpoint for political and cultural debates, making it more than just a fast-food establishment.
A Sign of Larger Issues
The sign at Kewaskum Dairy Queen represents more than an owner’s declaration of beliefs; it symbolizes broader cultural tensions over traditional values, free speech, and inclusivity. To some, it stands as a proud affirmation of American ideals, while to others, it represents exclusion and division.
At its core, the debate illustrates the challenge of balancing deeply held convictions with the need for inclusivity in a diverse society. Scheunemann remains resolute, viewing his restaurant as a reflection of his beliefs and welcoming all discussions, even those that lead to disagreement.
The Lasting Impact of a Window Sign
The Dairy Queen in Kewaskum continues to draw interest and spark discussion. For some, it symbolizes free speech; for others, it highlights division. Regardless of perspective, the sign has undoubtedly ignited important conversations about identity, community, and the values that unite or divide us.
Whether seen as a genuine expression of values or a step too far, the sign serves as a powerful reminder of the impact words can have and the debates they can provoke in public spaces.
