Note: This story was originally reported in September 2017.
A Dairy Queen in Kewaskum, Wisconsin drew national attention after a sign in its front window went viral online. The sign described the restaurant as “politically incorrect” and stated that staff say phrases like “Merry Christmas,” “Happy Easter,” and “God Bless America.” It also noted support for the U.S. flag, appreciation for troops, and free sundaes for veterans on Veterans Day.

Franchise owner Kevin Scheunemann said the sign was meant to be transparent about his values. He first put it up years earlier after a customer complained about Christian music playing in the restaurant. According to him, the sign prevented further issues. The controversy grew after a visitor from Oregon posted a photo of the sign on Facebook, raising concerns about its message. The post quickly gained attention before being removed, sparking debate online.

Some supported the sign and the owner’s right to express his beliefs, while others criticized the tone and implications.Locally, reactions were mostly supportive. Some business owners and residents said customers could simply choose not to enter if they disagreed. “You see it before you walk in,” one local owner said. “It’s your choice.”

However, Dairy Queen’s corporate office distanced itself from the situation. In a statement, the company said the sign reflected only the views of the independent franchise owner and not the brand as a whole. It emphasized that all customers should be treated with dignity and respect. The situation highlights the ongoing tension between personal expression and public perception in business settings.