In 2017, a Dairy Queen in Kewaskum, Wisconsin, went viral after a customer posted a photo of its “politically incorrect” window sign online. The sign, displayed by owner Kevin Scheunemann since 2012, featured phrases like “Merry Christmas,” “Happy Easter,” “God Bless America,” and “In God We Trust,” while offering free sundaes to veterans on Veteran’s Day. Scheunemann said it reflected his and his staff’s values of “God and country.”
While many locals supported him, others found the sign exclusionary, calling it “tasteless” and divisive. The post sparked a nationwide debate over free expression and inclusivity. In response, Dairy Queen’s corporate office clarified that the message represented only the Kewaskum franchise owner’s personal views, not the company’s.
