DADADEL
In 2017, a Dairy Queen in Kewaskum, Wisconsin, became the unlikely center of a heated national debate about free speech, faith, and cultural values. The controversy began with a seemingly simple sign displayed in the restaurant’s window. While some saw it as a harmless declaration, others viewed it as a divisive symbol, sparking a nationwide discussion about personal beliefs and inclusivity.
Kevin Scheunemann, the owner of the Dairy Queen, had displayed the sign for years. It 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 sign left no doubt about Scheunemann’s values. It was not just a declaration of his beliefs but also an invitation for open dialogue with those who disagreed.
The motivation behind the sign stemmed from a customer’s complaint in 2012 about the Christian music played in the restaurant. In interviews with local media like WeAreGreenBay.com, Scheunemann explained:
“I wanted to be clear about our values. These ideas seem controversial in today’s society, but I believe in being honest with my customers.”
For years, locals had grown accustomed to the sign. However, when an out-of-town visitor posted it online in 2017, it quickly gained nationwide attention.
The post went viral, with people either praising the sign as a bold expression of free speech or criticizing it as exclusionary. Supporters saw it as a stand for traditional American values, while detractors argued it created an unwelcoming atmosphere.
On Dairy Queen’s national Facebook page, Steve Thomas from Milwaukee voiced his concerns. He criticized the use of terms like “snowflake,” stating such language alienates people and undermines efforts to foster inclusivity.
“This isn’t just about a sign; it’s about creating spaces where everyone feels safe and respected,” Thomas wrote.
Despite the backlash, many supporters traveled from far and wide to visit the Dairy Queen and express solidarity. Photos of customers posing with the sign circulated widely, cementing the restaurant’s newfound notoriety.
The American Dairy Queen Corporation (ADQ), the brand’s parent company, sought to distance itself from the controversy. In a statement, ADQ clarified:
“The sign reflects the owner’s personal opinions, not those of ADQ or its franchisees. We encourage all franchise owners to treat customers with respect and dignity.”
This cautious response allowed the corporation to sidestep the debate while affirming the independence of its franchisees.
This wasn’t the first time Scheunemann’s Dairy Queen made headlines. In 2020, the restaurant attracted attention again after placing a large Trump campaign sign near its parking lot. When two individuals attempted to steal the sign, Scheunemann offered a $500 gift card to anyone who could identify the culprits.
These incidents reinforced the restaurant’s reputation as a flashpoint for political and cultural discussions, making it more than just a fast-food spot.
The Kewaskum Dairy Queen sign symbolizes the broader tension between free speech and inclusivity in modern society. Supporters hail it as a celebration of American values, while critics argue it marginalizes certain groups.
At its heart, the controversy underscores the challenge of reconciling deeply held beliefs with the need for mutual understanding in a diverse society. For Scheunemann, the sign remains a declaration of his principles, and he welcomes conversations—even those that spark disagreement.
