In 2017, a Dairy Queen in Kewaskum, Wisconsin, gained attention with a controversial sign that sparked online debate.

Phrases like “Merry Christmas” can stir controversy, even when they seem harmless. In a world of diverse beliefs, what feels like a simple greeting to some can be seen as exclusionary to others.

This clash of perspectives turned a seemingly innocent phrase into a heated topic, as seen with the Dairy Queen sign. The store’s owner, Kevin Scheunemann, had displayed the “politically incorrect” message for years, and in 2017, it caught the attention of an out-of-town customer, igniting online outrage.

Scheunemann defended the sign, saying it reflected the views of the owner and staff in support of God and country.

What did the sign say?

It declared the restaurant’s stance on “political incorrectness,” highlighting holiday greetings like “Merry Christmas,” “Happy Easter,” and “God Bless America.” It also included “In God We Trust” and offered free sundaes to veterans on Veterans Day.

The owner, Kevin Scheunemann, put up the sign in 2012 after a customer complained about Christian music playing in the restaurant. He felt it was important to express these values, which he believes are becoming controversial in society.

Despite the occasional backlash, Scheunemann stands firm, ready to discuss with those who disagree, while proudly upholding his principles.