Small-Town Dairy Queen Sparks Big Conversation with “Politically Incorrect” Sign
In the heart of Kewaskum, Wisconsin, a modest Dairy Queen became the unexpected epicenter of a nationwide cultural clash. The trigger? A simple sign taped to the front window boldly proclaiming “politically incorrect” values.
What began as the owner’s personal expression of faith, patriotism, and traditional greetings quickly escalated into a viral sensation, igniting passionate debates about free speech, inclusivity, and the role of personal beliefs in public spaces.
Though the sign had quietly stood there since 2012, it wasn’t until a visiting customer from out of town snapped a photo and shared it online in 2017 that the story exploded.
The display featured phrases like “Merry Christmas,” “Happy Easter,” “God Bless America,” and “In God We Trust,” along with a promise of free sundaes for veterans on Veterans Day.
Owner Kevin Scheunemann explained that the sign was a reflection of his values and those of his staff—rooted in support for God, country, and community. “After a customer objected to the Christian music we played, I wanted to make our stance clear,” Scheunemann said. “These aren’t just words—they represent who we are.”
However, the sign quickly became a flashpoint. Some online commenters labeled it exclusionary and offensive. One person from Oregon took to Dairy Queen’s national Facebook page to denounce it as alienating.
Milwaukee resident Steve Thomas criticized the sign for dismissing the feelings of “snowflakes” and belittling safe spaces for young people.
Yet, not everyone saw it that way. Many rallied behind Scheunemann, some traveling from afar to show their support and pose for photos with the sign. For them, it symbolized standing firm in traditions that feel under siege.
Dairy Queen’s corporate office stepped in with a statement distancing itself from the sign:
“This message reflects the views of this individual franchisee and not those of American Dairy Queen Corporation or other franchise owners. We expect all franchisees to treat customers with respect and dignity.”
The controversy at the Kewaskum Dairy Queen became more than just about a sign—it reflected deep divisions in American society. To some, it was a proud declaration of heritage; to others, a tone-deaf symbol of exclusion.
In an era where even the simplest phrases can spark national debates, a small-town ice cream shop unwittingly highlighted how personal beliefs intersect with public discourse—and how a few words can set off a storm.