Dairy Queen Franchise Sparks Nationwide Debate With « Politically Incorrect » Sign

The Sign That Started It All

The sign, proudly displayed in the front window of the locally owned Dairy Queen, reads: “This restaurant is politically incorrect.” It goes on to share examples of things customers might hear inside, such as:

• “Merry Christmas”
• “Happy Easter”
• “God Bless America”
• “In God We Trust”
• Salutes to the American flag
• Free sundaes for veterans on Veterans Day

The message quickly made the rounds on Facebook and other platforms after a customer from out of state took a photo and posted it online — sparking thousands of reactions, shares, and passionate comments from both supporters and critics nationwide. (97ZOK)

Owner Stands Firm

Franchise owner Kevin Scheunemann — who also serves as village president of Kewaskum — told local media that he posted the sign years ago to be transparent about the restaurant’s values and atmosphere. He said the sign was originally prompted by a complaint about Christian music being played inside the establishment. (97ZOK)

Scheunemann has defended his choice, saying he believes strongly in the First Amendment and his right to express his viewpoints, especially in a way that potential customers can see before entering. (LoveThisPic)

Reactions Across the Country

The sign has divided opinion:

• Supporters argue that the owner has a right to share his beliefs and that transparency helps customers decide whether they want to visit. Some have even made road trips to take photos with the sign, turning the location into an unlikely roadside attraction. (LoveThisPic)
• Critics say the message could be exclusive or alienating, especially for customers who don’t share the same religious or patriotic views — and view it as unnecessary to include such statements on a business’s signage. (97ZOK)

Comments on social media range from staunch backing of the owner’s free‑speech rights to calls for greater sensitivity in public spaces.

The Corporate Response

American Dairy Queen Corporation — the brand’s parent organization — issued a statement saying that the sign reflects the views of one independent franchise owner and not the company as a whole. The brand emphasized that it expects all franchisees to treat every customer with dignity and respect, and it does not encourage posting non‑business messages like the sign in question. (WGBA NBC 26 in Green Bay)