The Dairy Queen sign that made people all over the country argue: a story of faith, freedom, and controversy

In 2017, a little Dairy Queen in Kewaskum, Wisconsin, became the heart of a heated debate across the country about free speech, principles, and political correctness. Everything started with a sign in the restaurant window. To some, it may have seemed like a harmless statement, but it became a symbol of bigger cultural arguments that caused a lot of disagreement.

The Sign That Made It All Happen

Kevin Scheunemann for years happily put up a sign at his Dairy Queen that read:

“This restaurant doesn’t fit with the times.” God bless America, Merry Christmas, and Happy Easter. Every day, on soldiers Day, we celebrate the flag and give free sundaes to soldiers. We also say, “In God We Trust.” If this bothers you, you can talk to the owner about it.

The message made Scheunemann’s position on faith and loyalty clear. It also directly addressed possible doubters and invited them to have an open conversation.

Why put up the sign?

Scheunemann talked about his reasons in talks with local news sites like WeAreGreenBay.com. Specifically, he said that the choice was made because of a customer’s complaint in 2012 about the Christian music playing in the restaurant.

Scheunemann said, “I wanted to be clear about our values.” “It seems like these ideas are becoming controversial in society, and I believe in telling my customers the truth.”

People in the area were used to seeing the sign, but it wasn’t until a customer from out of town saw it online in 2017 that the Dairy Queen became famous across the country.

Divided Reactions: A Country Split

The post got global very quickly, getting a lot of support and abuse. Some people praised the sign as a brave stand for free speech and traditional values, while others said it was offensive and would keep people out.

On Dairy Queen’s national Facebook page, people who didn’t like it, like Steve Thomas from Milwaukee, said so. Thomas didn’t like how the sign used words like “snowflake.” He said that this kind of language makes some groups feel uncomfortable and defeats the purpose of creating places where everyone feels welcome.

Thomas wrote, “This isn’t just about a sign; it’s about making places where people feel safe and respected.”

But a lot of people who supported Scheunemann showed up, and some even came from a long way away to show their support. People took pictures of themselves standing happily in front of the disputed sign, which made the small-town Dairy Queen an unusual icon.

Response from the company: Walking the Line

The American Dairy Queen Corporation (ADQ), which is the parent company of Dairy Queen, reacted slowly to the noise. In a release, they made it clear:

“The owner of the sign states his or her own opinions, not those of ADQ Corporation or its partners. We tell all of our partners to treat their customers with honor and respect.

This cautious reaction was meant to keep the company out of the debate while still respecting the freedom of business owners.

What a History of Trouble

Scheunemann’s Dairy Queen has been in the news more than just for the highly charged sign. In 2020, the diner was involved in another matter because of a big Trump campaign sign that was put up near the parking lot. Two people were caught on camera trying to steal the sign, so Scheunemann offered a $500 Dairy Queen gift card to anyone who could help him find the thieves.

These events showed that the restaurant is still a place where political and cultural arguments happen, making its image as more than just a fast-food place even stronger.

A Sign of Bigger Problems

The Kewaskum Dairy Queen sign is more than just an owner’s statement of faith. It has become a symbol of the larger cultural issues that exist around traditional values, free speech, and acceptance. Some people say the sign is a proud statement of American values, while others say it makes fun of people who feel left out by its message.

At its core, the debate shows how hard it is to balance strong views with the need to be understanding in a society that is different. Scheunemann, on the other hand, still gets the message: his restaurant shows what he stands for, and he accepts all talks, even ones that lead to differences.

How a Window Sign Lives On

People are still interested in the Dairy Queen in Kewaskum. Some see it as a symbol of freedom of speech, while others see it as a sign of separation. No matter your point of view, the sign has definitely started important talks about who we are, our community, and the ideals that bring us together (or separate us).

There are strong opinions about whether the sign is an honest statement of values or going too far. It is there to remind people of the power of words and the arguments they can start in public places.