A Dairy Queen in Kewaskum, Wisconsin, became the center of national attention after a sign outside the restaurant sparked a wave of reactions online. The message, which wished people “Merry Christmas” and offered free sundaes for veterans, drew both praise and criticism. For some, it was a cheerful reminder of community spirit; for others, it raised questions about inclusivity in public spaces.
Owner Kevin Scheunemann stood by the message, explaining that it reflected his personal values and a desire to honor those who had served. Many community members supported him, appreciating his sincerity and generosity, while others voiced concern that such expressions might unintentionally exclude different beliefs or traditions. The sign quickly became more than a local story — it became a conversation about what free expression looks like in a shared society.
In response to the attention, Dairy Queen’s corporate office clarified that the message represented only the views of the individual franchise owner. The company emphasized its broader commitment to diversity, inclusivity, and respect for all customers and employees across its locations. Their statement reminded people that even within the same brand, individual franchises can reflect personal touches unique to their communities.
What began as a holiday message outside a small-town restaurant grew into a nationwide dialogue about kindness, respect, and the power of words. Whether people saw it as a heartfelt gesture or a moment for reflection, the Kewaskum Dairy Queen sign showed how even the simplest messages can bring people together — not always in agreement, but in conversation.