Wisconsin Dairy Queen Puts Up ‘Politically Incorrect’ Sign, Owner Stands By His Decision

Note: we are republishing this story, which originally made the news in September 2017.

In 2017, a Dairy Queen in Kewaskum, Wisconsin, became the center of national attention after a bold sign appeared in its front window. The message declared the restaurant to be “politically incorrect” and listed a set of values supported by the owner and staff. Among these values were openly saying “Merry Christmas,” “Happy Easter,” and “God Bless America,” as well as showing respect for the American flag and honoring military veterans.

Franchise owner Kevin Scheunemann explained that the sign was not intended as a provocation but rather as a form of honesty. The decision to post it came after an incident when a customer complained about Christian music being played in the restaurant. Scheunemann felt it would be better to set clear expectations about the culture of his business rather than risk further misunderstandings. Since placing the sign, he stated that he had not received any additional complaints and that many patrons appreciated his straightforward approach.

The story might have remained a local curiosity if not for social media. A visitor from Oregon noticed the sign while in town, snapped a photo, and posted it on Facebook with comments expressing discomfort. The post quickly went viral, sparking heated debates across the internet. Supporters praised Scheunemann for standing by his convictions, while critics argued that the wording of the sign created an atmosphere that could alienate customers who did not share those beliefs. The original post was later deleted, but by then it had already fueled a wide-ranging discussion about free speech, religious expression, and inclusivity in public spaces.

Within Kewaskum itself, the reactions were more measured. Many residents and local business owners defended Scheunemann’s right to display the message. They viewed it as a simple statement of values rather than an attack on anyone. Some even suggested that the sign helped people make informed choices: customers who disagreed with the sentiments were free to go elsewhere, while those who felt aligned with the message could support the business. A fellow business owner in the town remarked that the sign’s presence actually prevented conflict by making expectations transparent before customers even entered.

Community members also emphasized the character of their small town. They described Kewaskum as a place where people often know each other personally and where mutual respect is part of daily life. For many, the sign did not threaten that balance. Instead, it represented one individual’s perspective in a community that, while largely conservative, still values neighborly relationships over political disputes. Residents said they were accustomed to living alongside people with different opinions and did not view the Dairy Queen’s stance as disruptive to that harmony.

At the national level, however, the situation attracted more scrutiny. Dairy Queen’s corporate office released a formal statement distancing the company from the sign. Executives clarified that the views expressed were solely those of the franchise owner and not reflective of company-wide policies. They stressed that Dairy Queen is committed to welcoming all guests, regardless of personal beliefs or backgrounds, and that every location is expected to treat customers with dignity and respect.

The Kewaskum incident ultimately became more than a local news story. It illustrated how a single sign in a small-town restaurant could ignite conversations across the country. For some, it was an example of free expression and honesty in business. For others, it was a reminder of how easily words can send unintended signals about who feels included and who does not. The debate highlighted the ongoing tension between personal convictions and public inclusivity, a theme that continues to resonate in American culture today.