Wisconsin Dairy Queen’s “Politically Incorrect” Sign Sparks Nationwide Debate on Free Speech and Tradition

Owner Kevin Scheunemann: “It’s About Respect”

The Dairy Queen’s franchise owner, Kevin Scheunemann, soon found himself fielding interview requests from local and national outlets alike. In his view, the message wasn’t meant to provoke — it was meant to express his values openly.

“I’m not trying to offend anyone,” Scheunemann told reporters. “I’m just sharing what I believe in — showing respect for our veterans, our country, and the traditions I grew up with. Everyone’s welcome here.”

To him, the sign represented a personal stance, not a corporate statement. He explained that he had posted the sign years earlier and never had an issue until the image went viral.

Supporters Applaud His Boldness

Across social media, many Americans — especially veterans and small business supporters — rallied behind Scheunemann.

Messages of encouragement poured in:

• “Finally, someone not afraid to say what they believe.”
• “As a veteran, I’ll drive miles just to buy ice cream from this Dairy Queen.”
• “Good for him. We need more kindness and gratitude, not less.”

Locals in Kewaskum, a town of just over 4,000 residents, echoed similar sentiments. For many, the Dairy Queen has long been more than a place for soft serve — it’s a community hub, especially on warm summer evenings when families gather and kids celebrate after Little League games.

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