A Dairy Queen in Kewaskum, Wisconsin, went viral after displaying a “politically incorrect” sign with messages such as “Merry Christmas” and offers of free sundaes for veterans.
Owner Kevin Scheunemann stood by the sign, saying it represented his personal beliefs, which quickly ignited both support and backlash online. Many praised his honesty and patriotism, while others argued the message was divisive and exclusionary.
Dairy Queen’s corporate office later clarified that the sign reflected only the views of the individual franchise owner, not the company as a whole. Still, the controversy has continued to fuel conversations about free expression, inclusivity, and the balance between personal values and public image.
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