In 2017, a small Dairy Queen in Kewaskum, Wisconsin, became the center of a heated debate that quickly spread across the internet. What started as a seemingly innocent sign in the window soon ignited a storm of online discussions about political correctness, freedom of expression, and the role of businesses in sharing personal values. The controversy surrounding the sign was not just about the words on it, but also about the wider cultural clash between traditional values and modern sensitivities.
A Bold Statement
The sign at Dairy Queen in Kewaskum proudly displayed messages that many considered politically incorrect. It wasn’t just a regular holiday greeting, but one that boldly expressed a stance on several contentious issues. Phrases such as “Merry Christmas,” “Happy Easter,” “God Bless America,” and “In God We Trust” were prominently displayed. The sign also featured a special note offering free sundaes to veterans on Veteran’s Day, further underscoring the owner’s commitment to showcasing his personal beliefs.
Kevin Scheunemann, the owner of the Dairy Queen, was unapologetic about his decision to hang the sign. In fact, he felt it was important to make his values known to the public. “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,” Scheunemann explained to WeAreGreenBay.com.
The sign was first put up in 2012, following an incident in which a customer voiced displeasure with the Christian music playing inside the restaurant. Scheunemann explained that he wanted to be transparent about the principles that were central to his business. He believed that in a world where certain values were increasingly seen as controversial, it was important to make his stance clear. “It just seems that those kinds of values and principles are becoming controversial in society,” he said.
The Backlash
What might have seemed like a simple expression of personal beliefs quickly became a point of contention. In 2017, an out-of-town customer from Oregon took a photo of the sign and posted it on Dairy Queen’s national Facebook page. The image, along with the complaint about its “exclusive” nature, quickly went viral, triggering an online backlash.
The criticism came from individuals who felt the sign alienated certain groups of people. One Facebook user, Steve Thomas from Milwaukee, voiced his displeasure, calling the sign “tasteless.” He particularly took issue with the use of the term “snowflake,” which he felt belittled young adults in need of safe spaces to discuss their struggles. He argued that the sign was alienating and that businesses should be a neutral space where all customers feel welcome, regardless of their personal beliefs.
“The part I disagree with is his use of the term ‘snowflake’,” Thomas wrote. “He’s alienating half the population by using that term. The other thing I don’t like is him belittling ‘safe spaces.’ Young adults need a safe place to talk when they’re struggling but won’t go because of the criticism they might receive.”
Despite the criticism, many stood by Scheunemann and his message. Supporters argued that the sign was simply a reflection of the owner’s personal values and his right to express them. Some customers even traveled to the Dairy Queen to take photos with the sign, showing their solidarity with the owner’s unapologetic stance.
Dairy Queen’s Response
In the wake of the controversy, Dairy Queen, the parent company, issued a statement distancing itself from the sign and the message it conveyed. “American Dairy Queen Corporation does not encourage our independently owned and operated franchisees to post non-business related messages,” the statement read. “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.”
The company’s response emphasized that while franchisees were free to express their opinions, those opinions should not reflect the views of the larger organization. This statement tried to strike a balance between respecting the franchisee’s right to freedom of expression and ensuring that Dairy Queen maintained its commitment to treating all customers with respect, regardless of their personal beliefs.
More Controversy in 2020
The controversy surrounding the Kewaskum Dairy Queen didn’t end with the 2017 backlash. In 2020, the same restaurant found itself in the spotlight again, but this time for a different reason. A large Donald Trump campaign sign placed next to the restaurant’s parking lot became the subject of attention when two people attempted to steal it. CCTV footage showed the culprits struggling to fit the sign into their car, which led Scheunemann to offer a $500 Dairy Queen gift card as a reward for information leading to the suspects’ arrest.
While the incident was certainly unusual, it only added to the ongoing political firestorm surrounding the Dairy Queen. The combination of the restaurant’s unapologetic stance on political issues and its connection to the Trump campaign further polarized opinions, with people either fiercely supporting or strongly opposing the owner’s views.
A Divisive Legacy
Love it or hate it, Scheunemann’s decision to post the politically charged sign has sparked conversations that go beyond just a simple restaurant sign. Whether people agree with his message or find it offensive, the sign has become a symbol of a larger cultural debate—one that pits traditional values against the changing social norms of the modern world.
For some, Scheunemann’s sign represents a brave stand for free speech and personal beliefs in a world where certain values are often dismissed or marginalized. For others, it’s a symbol of exclusion and intolerance, a reminder of how political correctness and sensitivity can collide in ways that create division rather than unity.
Ultimately, the Dairy Queen in Kewaskum has become a microcosm of the cultural divide in America, where even the most innocuous phrases, like “Merry Christmas” or “In God We Trust,” can become flashpoints for larger debates. Whether the sign remains up or comes down, one thing is clear: it has struck a chord with many people, and it’s likely to continue sparking discussion for years to come.
Emily Carter is a Celebrity Content Writer with over five years of experience in the entertainment industry. She has a strong background in crafting engaging and insightful articles about celebrities and pop culture, gained through her dedicated work at Bengali Media. Emily holds a degree in Journalism from SEE University and has a proven track record of creating content that resonates with readers. You can connect with Emily on LinkedIn for more insights into her work and experience.
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