In 2017, a Dairy Queen in Kewaskum, Wisconsin grabbed attention online with a message posted in its front window, causing quite a stir across the internet.
Some words or expressions, like ”Merry Christmas,” can stir up controversy, even when they seem harmless to some.
In a world filled with different beliefs and traditions, what feels like a simple greeting to one person might come across as exclusionary to another.
It’s that clash of perspectives that can turn a seemingly innocent phrase into a hot topic. Take, for example, a Dairy Queen in Wisconsin that made headlines with a bold sign on its window — sparking a heated debate online.
For years, a Dairy Queen in Kewaskum, Wisconsin, has proudly displayed a ”politically incorrect” sign on its window. While locals have long been familiar with it, back in 2017, an out-of-town customer took notice and set the internet on fire.
The store’s owner, Kevin Scheunemann, is the one who put up the sign, and he stands by its message.
“I felt the sign was appropriate to hang in terms of being transparent about the views of the owner and staff supporting God and country,” Scheunemann explained to WeAreGreenBay.com.
The sign in Kewaskum
So, what did the sign actually say?
It proudly declared the restaurant’s stance on “political incorrectness,” emphasizing holiday greetings like “Merry Christmas,” “Happy Easter,” and “God Bless America.” It also included the phrase “In God we trust” and offered free sundaes to veterans on Veteran’s Day.
According to the owner, he decided to put up the sign back in 2012, after a customer was upset by Christian music playing inside the restaurant.
“I just felt it was more appropriate to disclose these kinds of expressions,” Scheunemann continued. “It just seems that those kinds of values and principles are becoming controversial in society.”
Despite the occasional controversy, Scheunemann stands firm, willing to have a conversation with anyone who disagrees, but also proud of his values.
”Pretty tasteless”
But as mentioned, not everyone agreed with Scheunemann’s perspective. One customer from Oregon posted the sign on Dairy Queen’s national Facebook page in 2017, complaining about its exclusive nature.
This sparked a flood of negative comments, with people like Steve Thomas from Milwaukee saying, “I feel this is a pretty tasteless thing to have posted at one of your franchises. The part I disagree with is his use of the term ‘snowflake’… he’s alienating half the population by using that term.”
Thomas continued, “The other thing I don’t like is him belittling ‘safe spaces.’ Young adults need a safe place to talk when they’re struggling but won’t go because of the criticism they might receive. That’s why I disagree with this sign.”
Despite the backlash, many showed their support for Scheunemann, with some people even traveling long distances to snap a picture with the owner.
I just had to post this. Naturally, it was really busy tonight. This customer comes up to counter and says he has…Posted by Kevin Scheunemann on Saturday, June 30, 2018
In response to the controversy, Dairy Queen released a statement:
“American Dairy Queen Corporation does not encourage our independently owned and operated franchisees to post non-business related messages. This sign expresses the views of this independent owner only and does not speak for ADQ Corporation or other franchise owners. We expect our franchisees and employees to treat every customer with dignity and respect.”
New controversy
Then in 2020, the same Dairy Queen found itself at the center of another debate when a Donald Trump campaign sign, placed next to the restaurant’s parking lot, was nearly stolen.
CCTV footage showed two people trying to take the large Trump sign, but they couldn’t fit it into their car. Scheunemann, who posted about the incident on Facebook, even offered a $500 Dairy Queen gift card for information leading to the suspects’ arrest.
Love it or hate it, Dairy Queen’s politically charged sign has certainly sparked conversation over the years.
Whether you’re all for Scheunemann’s unapologetic stance or feel it crosses a line, it’s clear that his message has struck a chord with people from all walks of life. From heated debates on social media to those who travel miles just to snap a photo with the sign, it’s a reminder of how a single statement can ignite a much larger conversation.
So, what do you think? Does Scheunemann’s sign represent standing strong in your beliefs, or is it a step too far in today’s divided world?
I Took My Little Daughter to Visit My Girlfriend – I Couldn’t Believe What She Found in Her Room
When my four-year-old daughter, Chloe, begged me to leave my girlfriend Lily’s house, I knew something was wrong. Her fear was unlike anything I’d seen before, and as much as I wanted to reassure her, I couldn’t ignore the urgency in her trembling voice.
“Chloe, don’t forget your jacket,” I called out as I grabbed my keys from the counter.
A man putting on his coat | Source: Midjourney
“I don’t need it, Daddy!” she yelled back, her voice muffled from the closet where she was probably picking out her favorite sparkly sneakers.
I shook my head, smiling. At just four years old, Chloe already had a mind of her own. Being her dad wasn’t easy—raising her alone never was. My ex-wife, Lauren, had left us before Chloe even turned one. She decided motherhood wasn’t for her. Since then, it’s been just the two of us.
A man with his daughter | Source: Pexels
The first year was the hardest. Chloe cried constantly, and I had no idea what I was doing. I’d rock her to sleep for hours, only to have her wake up minutes after I put her down. But we found our rhythm.
Three months ago, I met Lily. I’d gone into the coffee shop for my usual black coffee, no cream, no sugar. She was behind me in line, wearing a red scarf and a smile that was impossible to ignore. “You look like you need something stronger than coffee,” she’d joked.
A smiling woman wearing a red scarf | Source: Midjourney
That one comment turned into a full conversation, and eventually, a date. Lily was warm and easy to talk to. Chloe had met her twice already, and they seemed to get along. Chloe wasn’t shy about her feelings. If she didn’t like someone, she’d say so. The fact that she smiled around Lily gave me hope.
“Are we there yet?” Chloe asked, her nose pressed against the car window.
A smiling girl in a car | Source: Midjourney
“Almost,” I said, trying not to laugh.
Tonight was our first visit to Lily’s home. She’d invited us for dinner and a movie, and Chloe had been talking about it all week.
When we pulled up, Chloe gasped. “She has fairy lights!”
I looked up at the balcony where tiny golden lights glowed. “Pretty cool, huh?”
A house with fairy lights | Source: Pexels
Lily opened the door before we even knocked. “Hey, you two!” she said, beaming. “Come in, come in. You must be freezing.”
Chloe didn’t need a second invitation. She darted inside, her shoes flashing like tiny fireworks.
The apartment was cozy, just like Lily. A soft yellow couch sat in the middle of the room, with colorful throw pillows arranged perfectly. The walls were lined with bookshelves and framed photos, and a small Christmas tree twinkled in the corner, even though it was mid-January.
A cozy room | Source: Pexels
“This is awesome!” Chloe exclaimed, spinning around.
“Thanks, Chloe,” Lily said with a laugh. “Hey, do you like video games? I’ve got an old console in my room you can try while your dad and I finish dinner.”
Chloe’s eyes lit up. “Really? Can I?”
“Of course. Follow me. I’ll show you where it is.”
A girl talking to a woman at the dinner table | Source: Midjourney
As Chloe disappeared down the hallway with Lily, I stayed behind in the kitchen. The smell of garlic and rosemary filled the air as Lily pulled a tray of roasted vegetables from the oven.
“So,” she said, placing the tray on the counter, “any embarrassing childhood stories I should know about you?”
“Oh, there are plenty,” I admitted, laughing. “But let’s hear one of yours first.”
A couple having dinner | Source: Pexels
“Well,” she said, grinning, “when I was seven, I decided to ‘help’ my mom redecorate. Let’s just say glitter glue and white walls don’t mix.”
I laughed, picturing it. “Sounds like something Chloe would do.”
Just as Lily was about to reply, Chloe appeared in the kitchen doorway. Her face was pale, her eyes wide with fear.
A scared girl in the kitchen doorway | Source: Midjourney
“Daddy,” she said, her voice trembling, “I need to talk to you. Alone.”
We walked out into the corridor and I crouched to her level, trying to steady my voice. “Chloe, what’s wrong? Did something happen?”
Her wide eyes darted toward the hallway, then back to me. “She’s bad. She’s really bad.”
“What do you mean? Lily?” I glanced over my shoulder toward the kitchen, where Lily hummed softly as she stirred a pot.
A man talking to his scared daughter | Source: Midjourney
Chloe nodded, her voice dropping to a whisper. “There are… heads in her closet. Real heads. They were looking at me.”
For a second, I didn’t understand. “Heads? What kind of heads?”
“People heads!” she hissed, tears spilling onto her cheeks. “They’re scary, Daddy. We have to go!”
A crying young girl | Source: Pexels
I swallowed hard, my chest tightening. Was this her imagination running wild, or had she seen something truly awful? Either way, Chloe was terrified, and I couldn’t ignore it.
I stood, scooping her into my arms. “Okay, okay. Let’s go.”
Chloe buried her face in my shoulder, clinging to me as I carried her toward the door.
Lily turned, her brow furrowed. “Is everything okay?”
A concerned woman cooking | Source: Midjourney
“She’s not feeling well,” I said quickly, avoiding her gaze. “I’m so sorry, but we’ll have to take a rain check on dinner.”
“Oh, no! Is she alright?” Lily asked, concern etched on her face.
“She will be. I’ll call you later,” I mumbled, heading out the door.
On the drive to my mom’s house, Chloe sat quietly in the back seat, her knees tucked under her chin.
A sad girl in the car | Source: Midjourney
“Sweetheart,” I said gently, glancing at her in the rearview mirror. “Are you sure about what you saw?”
She nodded, her voice shaky. “I know what I saw, Daddy. They were real.”
My stomach churned. By the time I pulled into my mom’s driveway, my mind was racing. I kissed Chloe’s forehead, promising her I’d be back soon, and told my mom I needed to run an errand.
A scared girl hugging her grandmother | Source: Midjourney
“What’s going on?” my mom asked, eyeing me curiously.
“Just… something I need to check out,” I said, forcing a smile.
I drove back to Lily’s with my heart pounding. Could Chloe have been right? The idea felt ridiculous, but her fear was too raw to dismiss.
When Lily opened the door, she looked puzzled. “Hey, that was fast. Is Chloe okay?”
A confused woman opening her door | Source: Midjourney
I hesitated, trying to sound casual. “She’ll be fine. Hey, uh, would you mind if I played your old console for a bit? I, um… need to relax. It’s been years since I’ve touched one.”
Lily raised an eyebrow. “That’s random, but sure. It’s in my room.”
I forced a chuckle and headed down the hallway. My hands shook as I reached for the closet door. Slowly, I slid it open.
And there they were.
A man standing in front of an open closet | Source: Midjourney
Four heads stared back at me. One was painted like a clown, its grin twisted and unnatural. Another was wrapped in tattered red fabric, its expression distorted.
I took a step closer, my heart hammering. Reaching out, I touched one. It was soft. Rubber.
They weren’t heads at all. They were Halloween masks.
Halloween clown masks | Source: Midjourney
Relief flooded through me, but it was quickly followed by guilt. I closed the closet and returned to the kitchen, where Lily handed me a mug of coffee.
“You okay?” she asked, tilting her head.
I sighed, running a hand through my hair. “I need to tell you something.”
Her arms crossed. “This sounds serious.”
A serious woman with her arms crossed | Source: Freepik
I nodded, shifting uncomfortably. “It’s about Chloe. She was scared earlier. Really scared. She said she saw… heads in your closet.”
Lily blinked, her expression unreadable. “Heads?”
“She thought they were real. I didn’t know what else to do, so after I dropped her off at my mom’s, I came back and, uh… I looked in your closet.”
A couple talking in their kitchen | Source: Midjourney
Lily’s mouth fell open. “You went through my closet?”
“I know. It was wrong. But she was so terrified, and I needed to make sure she was safe.”
Lily stared at me for a moment before bursting into laughter. “She thought they were real? Oh my gosh.” She wiped her eyes, but her laughter faded as she saw the worry in my face. “Wait—she was that scared?”
A laughing woman | Source: Freepik
“She was shaking,” I admitted. “I’ve never seen her like that before.”
Lily sighed, her amusement replaced with concern. “Poor thing. I didn’t even think about how those masks might look to her. I should’ve stored them somewhere else.”
I nodded. “She’s still convinced they’re real. I don’t know how to help her see otherwise.”
Lily’s eyes lit up. “I’ve got an idea. But I’ll need your help.”
A woman talking to her husband | Source: Midjourney
The next day, Lily arrived at my mom’s house with a bag slung over her shoulder. Chloe peeked out from behind the couch as Lily knelt to her level.
“Hey, Chloe,” Lily said softly. “Can I show you something?”
Chloe clung to me but nodded warily.
Lily pulled out a mask—a silly one with a goofy grin—and slipped it on. “See? It’s not a head. It’s just for Halloween.”
A funny halloween mask | Source: Midjourney
Chloe’s eyes widened, her fear softening into curiosity. “It’s… not real?”
“Nope,” Lily said, pulling the mask off. “Feel it. It’s just rubber.”
Tentatively, Chloe reached out, her small fingers brushing the mask. Her lips curved into a smile as she grabbed its nose. “It’s squishy!”
“Exactly!” Lily grinned. “Want to try it on?”
A laughing little girl | Source: Pexels
Chloe giggled, slipping the mask over her head. Lily gasped dramatically. “Oh no! Where did Chloe go?”
“I’m here!” Chloe squealed, pulling the mask off.
Her laughter filled the room, and I felt a knot in my chest unwind.
Months later, Chloe was tugging at Lily’s hand as we walked into the park. “Mommy Lily, can we go on the swings?”
A mother and daughter playing | Source: Pexels
Lily’s smile was as warm as ever. “Of course we can, sweet girl.”
Watching them together, I realized how close we had all become. A moment that could have torn us apart had instead brought us together.
Honesty, trust, and a little creativity had bridged the gap. Sometimes, the scariest moments can lead to the strongest bonds.
A happy family | Source: Pexels
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