In 2017, a Dairy Queen in Kewaskum, Wisconsin went viral after a customer posted a photo of its “politically incorrect” window sign online.
The sign, put up by owner Kevin Scheunemann in 2012, declared support for “Merry Christmas,” “Happy Easter,” “God Bless America,” and “In God We Trust,” while offering free sundaes to veterans. Scheunemann said it reflected his and his staff’s values of “God and country,” adding that such views had become controversial.
Reactions were divided. Critics called the sign exclusionary and “tasteless,” while supporters praised Scheunemann for standing by his beliefs. Dairy Queen’s corporate office clarified that franchisees’ opinions are their own and emphasized respect for all customers.
The store drew attention again in 2020 when a Trump campaign sign near its parking lot was nearly stolen—another incident that sparked online debate.