Back in 2017, a Dairy Queen in the small town of Kewaskum, Wisconsin made headlines after displaying a sign in its front window that generated quite a buzz online.
Now, greetings like “Merry Christmas” can sometimes cause a stir, even when they seem innocuous to many. It’s interesting how, in today’s diverse society, what might be a simple phrase for one can feel exclusionary to another. And that’s exactly what happened when a Dairy Queen in Wisconsin made waves with a boldly displayed sign, sparking an online debate.
This Dairy Queen has proudly displayed what some would call a “politically incorrect” sign for years, highlighting phrases like “Merry Christmas” and “God Bless America.” Most locals were used to it, but in 2017, an out-of-town visitor spotted it and soon the news spread like wildfire across the internet.
The owner, Kevin Scheunemann, is firm in his belief and doesn’t shy away from sharing it. He says, “I felt the sign was appropriate to hang in terms of being transparent about the views of the owner and staff supporting God and country.”
The Controversial Sign in Question
So, what exactly did this sign say? It made clear the restaurant’s stance on “political incorrectness,” openly supporting holiday greetings and patriotism by displaying phrases like “Merry Christmas,” “Happy Easter,” and “God Bless America.” Additionally, it included “In God we trust” and offered free sundaes to veterans on Veteran’s Day.
Scheunemann recalls that the decision to hang the sign came in 2012 after a customer voiced unease about Christian music being played inside. He explained, “I just felt it was more appropriate to disclose these kinds of expressions. It seems like these values and principles are becoming controversial in society.”
Even if it sometimes stirs controversy, Scheunemann remains unyielding, ready for discussions with dissenters but proud of his convictions.
Voices of Opposition
Not everyone was on board with Scheunemann’s approach. A customer from Oregon who posted a picture of the sign on Dairy Queen’s national Facebook page in 2017 found it too exclusionary. This act triggered a barrage of critical comments, with Steve Thomas from Milwaukee remarking, “I feel this is a pretty tasteless thing to have posted at one of your franchises. He’s alienating half the population with his use of the term ‘snowflake.’”
Thomas continued expressing concerns over “safe spaces,” highlighting their importance for young adults and criticizing the sign’s stance as a deterrent for those needing support.
Despite the criticism, Scheunemann earned plenty of support too, attracting folks from afar who came just to capture a moment with him and the sign.
Amidst the uproar, Dairy Queen issued a statement clarifying, “American Dairy Queen Corporation does not encourage our independently owned and operated franchisees to post non-business related messages. This sign expresses the views of this independent owner only and does not speak for ADQ Corporation or other franchise owners. We expect our franchisees and employees to treat every customer with dignity and respect.”
Another Controversy that Followed
The spotlight returned to this Dairy Queen in 2020 when a political sign supporting Donald Trump, placed near its parking area, was almost stolen. Surveillance footage caught two individuals attempting, but failing, to fit the oversized sign into their vehicle. Engaging with the community, Scheunemann offered a $500 Dairy Queen gift card for information leading to the suspects.
Like it or not, Dairy Queen’s sign has ignited conversations for many years. Whether you fully support Scheunemann’s firm stance or see it as divisive, one thing is clear: his message resonates and sparks emotions across various circles.
These discussions, ranging from heated social media debates to folks journeying just for a photo op with the sign, remind us of how a simple message can fuel a larger discourse.
What’s your take on the matter? Does the sign signify standing passionate for one’s beliefs, or does it go a step too far in our divided times?
