In 2017, a Dairy Queen in Kewaskum, Wisconsin, sparked controversy when it displayed a sign expressing “politically incorrect” views. The sign, put up by owner Kevin Scheunemann, included messages like “Merry Christmas,” “God Bless America,” and “In God We Trust,”
as well as offering free sundaes to veterans. Scheunemann said the sign reflected his values and aimed to be transparent about the restaurant’s stance on issues.The sign drew backlash after a customer shared it online, with critics calling it exclusionary and offensive, especially the use of terms like “snowflakes” and “safe spaces.” However, many supported Scheunemann, and some even visited the restaurant to show their approval.Dairy Queen responded by clarifying that the sign represented the owner’s personal views, not the corporation’s, and emphasized that franchisees should treat customers with respect.
