The Public Divide
Reaction online has been polarized.
Supporters praised Scheunemann’s “courage” and “patriotism.” Many veterans and their families expressed gratitude, and some customers vowed to visit specifically to support the business. Commenters called it a “refreshing change from corporate neutrality” and applauded the owner for “standing up for tradition.”
Critics, however, argued the sign’s phrasing feels exclusionary. Some took issue with the term “politically incorrect,” interpreting it as a deliberate provocation. Others felt the combination of religious, nationalistic, and veteran-focused messaging could alienate customers who don’t share those specific beliefs or backgrounds.
“It’s not about Christmas or supporting veterans—most people agree with those things,” commented one social media user. “It’s about using ‘politically incorrect’ as a badge. That language sets a tone that feels intentionally divisive.”
Corporate Response
Dairy Queen corporate has not issued a formal statement regarding the Kewaskum location. Franchise agreements typically allow owners some autonomy in store-level promotions and community outreach, though major controversies can sometimes prompt brand intervention.
A Microcosm of a Larger Debate
The incident reflects a broader cultural tension playing out across the country: the balance between individual expression and inclusive public accommodation. Small businesses often become flashpoints where values, marketing, and customer perception collide.
“What’s interesting here is the framing,” said Dr. Elena Márquez, a sociologist studying communication and culture. “By labeling his message ‘politically incorrect,’ the owner isn’t just sharing well-wishes. He’s positioning himself against a perceived mainstream, which resonates deeply with some and puts others on guard. The sign isn’t just a message—it’s an identity marker.”
