A small-town ice cream shop in Kewaskum unexpectedly became the focus of a nationwide conversation after a sign displayed outside a local Dairy Queen location spread rapidly on social media. The hand-painted message included traditional holiday greetings and a note about offering free sundaes to veterans, which the store’s owner described as “politically incorrect.” While the sign was intended as a personal expression of values, its visibility online sparked a broader discussion about free expression, tradition, and how businesses communicate their beliefs in public spaces.
The sign itself was straightforward and prominently placed outside the restaurant. It referenced saying “Merry Christmas,” expressing appreciation for the country, and honoring veterans through complimentary treats. To some viewers, the message felt familiar and heartfelt, reflecting long-standing traditions and gratitude. Others, however, felt the wording risked excluding customers who may not share the same customs or beliefs. Once a photo of the sign was shared online, reactions multiplied quickly, turning a local display into a national topic with supporters and critics weighing in from across the country.
The franchise owner, Kevin Scheunemann, addressed the attention by emphasizing that the sign was never meant to provoke controversy. He explained that it represented values he has held for years and that the message was intended to show appreciation, particularly toward veterans, rather than to divide. According to Scheunemann, the sign had been displayed for a long time without issue and only became controversial after going viral. He also stressed that all customers are welcome at his restaurant, regardless of background or beliefs, and that the sign reflects a personal stance rather than a broader statement on behalf of others.
Public reaction remained mixed as the discussion continued. Supporters praised the owner for expressing his values openly and for supporting veterans, with many local residents noting that the restaurant has long served as a friendly gathering place for families and community events. Critics, on the other hand, argued that businesses should strive for inclusive messaging that makes all customers feel equally represented. As the debate grew, it came to reflect a larger national conversation about the balance between personal expression and inclusivity in public-facing businesses. In response to the attention, Dairy Queen’s corporate office clarified that franchise locations are independently operated and that signage decisions are made by individual owners, reinforcing that the views expressed on the sign do not represent the company as a whole.