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A small Dairy Queen branch in Kewaskum, Wisconsin, became the unwitting focus of a nationwide debate after a sign outside the store went viral. The hand-painted sign, which included messages like “Merry Christmas” and offered free ice cream to veterans, was described by the owner as “politically incorrect” and sparked mixed reactions across the country—from sincere praise to sharp criticism.
The poster that started it all
A simple sign, but its message was stronger than its size suggested.
The poster proudly displayed itself in front of the ice cream shop and announced:
“This restaurant is politically incorrect. We wish you a Merry Christmas, God bless America, and offer free ice cream sundaes to veterans.”
In a world where public communication often strives for calculated neutrality, these words stood out. Some saw them as a refreshing affirmation of patriotism and tradition; others perceived them as exclusionary and believed they conveyed the wrong message about who was welcome.Just hours after a photo of the sign was posted on social media, it spread rapidly across the country. Thousands of users shared it, some praising Dairy Queen for “standing up for its values,” while others accused the owner of alienating those who don’t share the same beliefs.
Kevin Scheunemann, owner: “It’s a matter of respect.”
Kevin Scheunemann, a Dairy Queen franchisee, was immediately inundated with interview requests from local and national media. According to him, the message was not intended to provoke, but rather to openly express his values.
“I don’t want to offend anyone,” Scheunemann told reporters. “I’m simply sharing my beliefs: respect for our veterans, our country, and the traditions of my childhood. Everyone is welcome here.”
He said the sign represented his personal opinion, not the company’s position. He explained that he had put it up without any problems years before, until the image went viral.
His followers praise his courage.
On social media, many Americans, including veterans and supporters of small businesses, have rallied behind Scheunemann.
Numerous encouraging messages arrived:
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