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Sign of the times

Sign on Kewaskum Dairy Queen’s door draws national attention 262-306-5046

KEWASKUM — A sign about the lack of political correctness patrons can expect to find at the Dairy Queen in Kewaskum is gathering some recent widespread attention, despite it being placed on windows at the business about four years ago.

Owner and Kewaskum Village Board president Kevin Scheunemann said, “It’s been up there a long time without hardly a complaint.” He explained there was a complaint in 2016 from someone he spoke with and who continues to return to the fastfood restaurant.

On Sept. 6, the sign became the subject of a Facebook post on the Dairy Queen Facebook page and received some attention before being taken down by the poster. The poster found the sign offensive.

Scheunemann said he asked what about the sign was offensive and never heard a response.

The reaction on Facebook has been both positive and negative. Many posters have said they support the message, while at least one said they wouldn’t go to any Dairy Queen locations until the sign was taken down.

A statement from Dairy Queen said, “American Dairy Queen Corporation does not encourage our independently owned and operated franchises to post non-business related messages in their locations or on their external reader boards.

“This sign expresses the views of this independent owner only and does no speak for ADQ Corp. or any of our other independent franchise owners. We expect our franchises and employees to treat every person who walks through our doors with the utmost dignity and respect. Nothing less is acceptable.”


Owner Kevin Scheunemann poses for a photo near one of the signs posted on a door Tuesday morning at Dairy Queen in Kewaskum. Signs were posted across the Dairy Queen by Scheunemann informing customers that the business would not operate in a politically correct manner. John Ehlke/Daily News


Sign: Store owner is receiving responses from across the country

Portions of the sign states, “This restaurant is politically incorrect, we have been known to say Merry Christmas, Happy Easter, God Bless America ...” and ends with “In God We Trust.”

The sign also offers to arrange a “snowflake safe space” if given notice 24 hours in advance.

Scheunemann said he does offer to discuss the sign with people. The only change he’s made to the sign in the four years since it has been up was to update the email address on the sign.

He has received many emails and calls about the sign from throughout the country and explained he was attempting to keep up with them.

“It’s been constant, non-stop,” Scheunemann said. “I’m just shocked by the amount of support from the liberal side of the aisle,” he added.

One patron of the Dairy Queen, Chuck Mason, said, “I support it.” He explained he didn’t find anything politically incorrect on the sign.

A sign posted by owner Kevin Scheunemann seen Tuesday morning at Dairy Queen in Kewaskum. John Ehlke/Daily News

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