A Dairy Queen in Kewaskum, Wisconsin, has triggered nationwide debate after a photo of a bold window sign spread across social media. The message declares the restaurant “politically incorrect,” adding that its staff openly say “Merry Christmas,” “Happy Easter,” and “God Bless America.” It also states that the business honors the flag, thanks U.S. troops, and provides free sundaes to veterans on Veterans Day.

Owner Kevin Scheunemann said he put the sign up nearly four years ago after a customer complained about Christian music playing inside the restaurant. According to him, the sign hasn’t caused issues locally. “I felt it was appropriate to be transparent about our values,” Scheunemann said, adding that traditional expressions of faith and patriotism have “become controversial in society.”

The controversy erupted only after a visitor from Oregon posted a photo of the sign on Facebook, expressing concern about its message. The post gained heavy attention before being taken down. One commenter wrote that while people are free to support the sign’s message, “personal attacks against the woman who posted it are not okay.”

Local business owners and residents largely backed Scheunemann, saying customers who disagree simply don’t have to enter. “He posted it on the door so you see it before you walk in,” said local bar owner April Serwe. Others noted that in their small community, the sign hasn’t stirred division.

Dairy Queen’s corporate office, however, distanced itself from the situation, stating that the sign reflects only this franchise owner’s views. The company emphasized that all customers should be treated “with the utmost dignity and respect.”