In 2017, a Dairy Queen in Kewaskum, Wisconsin, made headlines with a controversial sign posted in its window that sparked a nationwide debate. The sign, which featured politically incorrect statements like “Merry Christmas,” “Happy Easter,” and “God Bless America,” as well as the phrase “In God We Trust,” was put up by owner Kevin Scheunemann in 2012 to express his personal values and push back against what he saw as growing societal controversy over such expressions. The sign was designed to be a transparent reflection of the restaurant’s beliefs and drew attention after a customer from Oregon shared it on social media, leading to a flood of reactions, both for and against the sign’s message.
While Scheunemann stood by his decision, proud of the stance he was taking, the sign was divisive, with many criticizing it as exclusionary and offensive. Some argued that it alienated half the population, particularly with terms like “snowflake,” while others supported the owner’s right to express his beliefs. Dairy Queen distanced itself from the controversy, stating that the sign reflected the views of the independent owner, not the corporation as a whole. This was not the first or last time the franchise was at the center of controversy, as in 2020, it found itself involved in a new debate over a Trump campaign sign outside the restaurant. Whether one agrees or disagrees, the Dairy Queen sign undeniably stirred conversations about free speech, inclusion, and the role of businesses in expressing political beliefs.