In 2017, a Dairy Queen in Kewaskum, Wisconsin grabbed attention online with a message posted in its front window, causing quite a stir across the internet.
Some words or expressions, like ”Merry Christmas,” can stir up controversy, even when they seem harmless to some.
In a world filled with different beliefs and traditions, what feels like a simple greeting to one person might come across as exclusionary to another.
It’s that clash of perspectives that can turn a seemingly innocent phrase into a hot topic. Take, for example, a Dairy Queen in Wisconsin that made headlines with a bold sign on its window — sparking a heated debate online.
For years, a Dairy Queen in Kewaskum, Wisconsin, has proudly displayed a ”politically incorrect” sign on its window. While locals have long been familiar with it, back in 2017, an out-of-town customer took notice and set the internet on fire.
The store’s owner, Kevin Scheunemann, is the one who put up the sign, and he stands by its message.
“I felt the sign was appropriate to hang in terms of being transparent about the views of the owner and staff supporting God and country,” Scheunemann explained to WeAreGreenBay.com.
The sign in Kewaskum
So, what did the sign actually say?
It proudly declared the restaurant’s stance on “political incorrectness,” emphasizing holiday greetings like “Merry Christmas,” “Happy Easter,” and “God Bless America.” It also included the phrase “In God we trust” and offered free sundaes to veterans on Veteran’s Day.
According to the owner, he decided to put up the sign back in 2012, after a customer was upset by Christian music playing inside the restaurant.
“I just felt it was more appropriate to disclose these kinds of expressions,” Scheunemann continued. “It just seems that those kinds of values and principles are becoming controversial in society.”
Despite the occasional controversy, Scheunemann stands firm, willing to have a conversation with anyone who disagrees, but also proud of his values.
”Pretty tasteless”
But as mentioned, not everyone agreed with Scheunemann’s perspective. One customer from Oregon posted the sign on Dairy Queen’s national Facebook page in 2017, complaining about its exclusive nature.
This sparked a flood of negative comments, with people like Steve Thomas from Milwaukee saying, “I feel this is a pretty tasteless thing to have posted at one of your franchises. The part I disagree with is his use of the term ‘snowflake’… he’s alienating half the population by using that term.”
Thomas continued, “The other thing I don’t like is him belittling ‘safe spaces.’ Young adults need a safe place to talk when they’re struggling but won’t go because of the criticism they might receive. That’s why I disagree with this sign.”
Despite the backlash, many showed their support for Scheunemann, with some people even traveling long distances to snap a picture with the owner.
I just had to post this. Naturally, it was really busy tonight. This customer comes up to counter and says he has…Posted by Kevin Scheunemann on Saturday, June 30, 2018
In response to the controversy, Dairy Queen released a statement:
“American Dairy Queen Corporation does not encourage our independently owned and operated franchisees to post non-business related messages. This sign expresses the views of this independent owner only and does not speak for ADQ Corporation or other franchise owners. We expect our franchisees and employees to treat every customer with dignity and respect.”
New controversy
Then in 2020, the same Dairy Queen found itself at the center of another debate when a Donald Trump campaign sign, placed next to the restaurant’s parking lot, was nearly stolen.
CCTV footage showed two people trying to take the large Trump sign, but they couldn’t fit it into their car. Scheunemann, who posted about the incident on Facebook, even offered a $500 Dairy Queen gift card for information leading to the suspects’ arrest.
Love it or hate it, Dairy Queen’s politically charged sign has certainly sparked conversation over the years.
Whether you’re all for Scheunemann’s unapologetic stance or feel it crosses a line, it’s clear that his message has struck a chord with people from all walks of life. From heated debates on social media to those who travel miles just to snap a photo with the sign, it’s a reminder of how a single statement can ignite a much larger conversation.
So, what do you think? Does Scheunemann’s sign represent standing strong in your beliefs, or is it a step too far in today’s divided world?
I Came Home to Find My Kids Outside with Packed Bags, It Was the Hardest Day of My Life
out here with your stuff?”
Jake glanced at his little sister, Emily, who clutched her stuffed rabbit tightly. “You texted us,” he continued, his voice soft. “You said to pack and wait for Dad. He was coming to get us.”
I froze, confusion giving way to panic. “I never sent you a text. Let me see your phone.”
Jake handed me his phone, and as I read the message, my blood ran cold.
“This is your mom. Pack your stuff, take the cash I left, and wait for Dad. He’ll be there soon.”
The words blurred in front of me. I hadn’t sent that message. I’d never tell them to leave. My heart pounded, and a wave of nausea swept over me.
“Mom?” Emily’s voice broke through my panic. Her wide blue eyes searched mine. “Are we going with Dad?”
“No, sweetheart,” I said firmly. “You’re not going anywhere.”
Just as I stood up, trying to figure out what to do, I heard the rumble of a car pulling into the driveway. My blood froze. I turned slowly to see who was behind the wheel.
It was him—Lewis, my ex-husband.
“Kids,” I said, keeping my voice low and steady. “Go inside. Now.”
Jake and Emily hesitated for a moment before grabbing their bags and retreating into the house. I turned to face Lewis, who had already stepped out of his car, wearing that same smug expression I’d grown to despise.
“Well, well,” he sneered. “Leaving the kids alone like this? Great parenting.”
“Are you serious?” I snapped, stepping toward him, my body trembling with anger. “You told them to pack up and wait for you. What are you trying to pull, Lewis?”
He leaned against his car, arms crossed, feigning innocence. “Just looking out for their safety. Maybe if you can’t handle things, they’d be better off with me.”
My anger boiled over. “You lost custody for a reason. Don’t forget that.”
His smirk grew wider. “Maybe that was a mistake.”
Before I could say another word, the front door creaked open. Jake and Emily stood in the doorway, tears streaking their faces, fear written all over them.
“Stop fighting!” Jake’s voice cracked as he pleaded. “Please, Mom. Please, Dad. Stop.”
Seeing their distress, Lewis shrugged, clearly unfazed. Without another word, he got back into his car and sped off, leaving me to pick up the pieces.
As I stood there, watching him disappear down the street, something shifted inside me. I had held it together for the kids, but deep down, I knew this wasn’t over. Lewis wasn’t going to stop. He would keep manipulating them, keep trying to twist the situation in his favor. I had to outsmart him.
I pulled my children into my arms, their tears soaking into my shirt. I made a silent vow to protect them, no matter what it took. I wouldn’t let Lewis turn them against me or make himself the hero in this mess.
I had heard rumors about his new girlfriend, Lisa—a woman who, like everyone else, believed Lewis’s lies about me. He had painted me as the “crazy ex-wife,” the unreasonable one who wouldn’t let him be part of his kids’ lives. But now, I had proof. The fake texts, the custody rulings, years of manipulation—all of it was about to come to light.
Determined, I gathered every piece of evidence I had—messages, legal documents, anything that could expose Lewis for the liar he was. I didn’t want revenge, but I wanted the truth to be known.
I reached out to Lisa, asking if we could meet in private. Surprisingly, she agreed. When we sat down together, I could see the hesitation in her eyes. She was guarded, ready to defend him. But I didn’t approach her with anger. Instead, I calmly laid out the facts, handing her the phone with the fake messages and the legal documents detailing the custody arrangement.
“Look,” I said, my voice steady. “I know what he’s told you about me, but this is the truth.”
Lisa’s eyes widened as she read through the evidence, her confidence wavering. I could see the gears turning in her head, the doubt creeping in.
“I’m not here to ruin your relationship,” I continued. “But I thought you deserved to know who he really is. He’s been manipulating you, just like he manipulated me.”
Lisa glanced up, conflicted. She tried to defend him at first. “He said you were difficult, that you wouldn’t let him see the kids…”
“I’m sure he did,” I said gently. “But the facts speak for themselves.”
She didn’t say much after that, but I could tell she was starting to question everything. It was only a matter of time before she’d realize the truth.
A few weeks later, I heard through a mutual friend that Lisa and Lewis’s relationship was crumbling. She had started confronting him about the lies, and their once-solid bond was unraveling. Small cracks turned into gaping holes, and the web of deception he had spun around her was falling apart.
I didn’t have to lift another finger. The truth had done the work for me.
I didn’t get revenge in the traditional sense, but I got something better—justice. Lewis’s manipulative games had finally caught up with him, and his house of cards was collapsing. It was all I had ever wanted.
And that was enough.
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