A small-town ice cream shop in Kewaskum drew widespread attention after a sign displayed outside a local Dairy Queen location began circulating online. The hand-painted message included seasonal greetings and a note about offering complimentary sundaes to veterans. According to the owner, the sign reflected personal values and was never intended to spark debate. Once shared on social media, however, the local display became part of a much larger public conversation about expression, tradition, and communication in shared spaces.
The sign was clearly visible outside the restaurant and featured messages centered on holiday cheer, appreciation for the country, and recognition of veterans. Some viewers saw the wording as warm and familiar, reflecting long-standing customs and gratitude. Others felt the phrasing could be interpreted as less inclusive to people with different traditions or perspectives. As images of the sign spread, reactions increased quickly, transforming a neighborhood message into a topic discussed well beyond the local community.
The franchise owner, Kevin Scheunemann, responded by explaining that the sign was not meant to cause division or controversy. He stated that it represented beliefs he has held for many years and was intended to express appreciation, particularly toward veterans. He also noted that the sign had been displayed previously without issue and only became controversial after gaining online attention. The owner emphasized that the restaurant welcomes all customers and that the message was a personal expression rather than an attempt to exclude or single out anyone.
Public response continued to vary as the discussion unfolded. Supporters praised the message and highlighted the business’s long-standing role in the local community, while others encouraged businesses to use language that feels welcoming to a wide audience. As the conversation expanded, it reflected a broader national discussion about how local businesses balance personal expression with inclusivity. In response to the attention, the company’s corporate office clarified that franchise locations operate independently and that signage decisions are made by individual owners, noting that such messages do not represent the brand as a whole.