A small-town ice cream shop in Kewaskum, Wisconsin, unexpectedly found itself at the center of a national conversation after a hand-painted sign outside a local Dairy Queen spread widely on social media. The sign featured a traditional holiday greeting along with a message offering free sundaes to veterans and described the sentiment as “politically incorrect.” What began as a personal expression by the store’s owner quickly grew into a broader discussion about free expression, tradition, and how businesses communicate their values in public spaces.
The sign itself was simple and prominently displayed, referencing saying “Merry Christmas,” expressing appreciation for the country, and honoring veterans. To many viewers, the message felt familiar and heartfelt, reflecting long-standing customs and gratitude toward those who served. Others, however, felt the wording could unintentionally exclude customers who do not share the same traditions or beliefs. Once a photo of the sign circulated online, reactions multiplied rapidly, turning a local display into a topic debated far beyond the town’s borders.
The franchise owner, Kevin Scheunemann, responded to the attention by explaining that the sign was never intended to provoke controversy. He stated that it reflected values he has held for years and was meant to express appreciation, especially toward veterans, rather than to divide or offend. According to Scheunemann, the sign had been displayed previously without issue and only drew criticism after going viral. He emphasized that all customers are welcome at his restaurant and that the message represents his personal views, not a statement directed at any group.
