Note: we are republishing this story, which originally made the news in September 2017.

In 2017, a Dairy Queen in Kewaskum, Wisconsin gained national attention due to a sign displayed in its front window. The sign declared the restaurant to be “politically incorrect” and outlined values supported by the owner and staff. These included saying “Merry Christmas,” “Happy Easter,” and “God Bless America,” as well as honoring the American flag and military veterans.

Franchise owner Kevin Scheunemann explained that he originally put up the sign after a customer objected to Christian music being played in the restaurant. According to him, the sign was meant to be transparent about the staff’s values and to avoid future misunderstandings. Since posting it, he reported no further complaints.

The sign went viral after a visitor from Oregon posted a photo of it on Facebook, expressing discomfort with its message. The post sparked a large online reaction, both in support and criticism. It was eventually deleted, but not before generating significant discussion around free speech and inclusivity.

Some community members and business owners supported Scheunemann’s decision. They viewed the sign as an honest reflection of the owner’s beliefs and said customers were free to choose whether or not to enter the establishment. One local business owner noted that the sign’s visibility allowed people to make that choice before entering.

Residents in the small Wisconsin town largely defended the Dairy Queen, suggesting that the message didn’t pose an issue within their close-knit community. Many emphasized that mutual respect and understanding were part of everyday life there, regardless of differing opinions.

Dairy Queen’s corporate office issued a statement distancing itself from the sign, clarifying that it reflected the personal views of the franchise owner. The company emphasized that all customers should be treated with dignity and respect at all locations.