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?
The Therapy Dog Jumped on His Bed — and Then He Finally Found His Voice
But what he said next… none of us were prepared for.
“Marigold…” The word slipped out like a forgotten melody, fragile but clear.
“Marigold?” I repeated softly, unsure if I’d heard correctly.Mr. Callahan turned his head slightly toward me, his cloudy blue eyes flickering with something that resembled recognition. “She used to bring me flowers every Sunday. Marigolds. Said they matched my hair when I was young.” A faint smile played on his lips as he scratched behind Riley’s ears absentmindedly. “She always brought them, even after…” His voice trailed off, leaving the sentence unfinished, heavy with unspoken memories.
The nurse beside me shifted uncomfortably. She leaned in closer to whisper, “He hasn’t mentioned anyone by name in months. Not since…” Her voice faltered, and she didn’t finish her thought either.
Riley tilted his head, sensing the change in energy, and let out a soft whine. It seemed to snap Mr. Callahan back to the present. He patted Riley’s side lightly before looking at me again. “You remind me of her,” he said suddenly, surprising both of us. “The way you look at your dog. She had a way with animals too.”
My throat tightened. I wasn’t sure how to respond, so I just smiled warmly and asked, “Who was she?”
For the first time since we entered the room, Mr. Callahan sat up a little straighter. His gaze softened as though he were peering through decades of memory. “Her name was Eleanor. We grew up together in a small town nobody’s ever heard of. She was the only person who believed I could do anything worthwhile with my life.” He paused, his fingers brushing against Riley’s fur absently. “We got married right out of high school. Everyone thought we were crazy—young kids tying themselves down—but it worked. For fifty years, it worked.”
His words hung in the air, thick with nostalgia and longing. But there was also an undercurrent of pain, a shadow lurking beneath the surface of his story. Something about his tone told me this wasn’t going to end happily.
“What happened?” I asked quietly, bracing myself for whatever came next.
His face darkened, and for a moment, I wondered if he’d retreat back into silence. Instead, he sighed deeply, the weight of years pressing down on him. “Eleanor passed away two years ago. Cancer. They said it was quick, but it didn’t feel that way to me. Watching someone you love waste away… it takes longer than you think.” He swallowed hard, his hands trembling slightly. “After she was gone, everything felt empty. I stopped talking. Stopped eating. Stopped caring. Even the marigolds in our garden died because I couldn’t bring myself to water them anymore.”A lump formed in my throat. I glanced at the nurse, whose eyes were glistening with tears. This was more than just a patient reconnecting with the world—it was a man rediscovering pieces of himself he’d buried along with his wife.
Riley must have sensed the shift too because he nudged Mr. Callahan’s arm, drawing his attention back to the present. The old man chuckled weakly, scratching Riley’s neck. “You’re persistent, aren’t you? Just like Eleanor used to be.”
That’s when it hit me—the twist no one saw coming. Maybe it wasn’t just coincidence that Riley had sparked this breakthrough. Dogs have a way of connecting people to their deepest emotions, bridging gaps we don’t even realize exist. And maybe, just maybe, Riley wasn’t here by chance.
As if reading my thoughts, Mr. Callahan added, “You know, Eleanor always wanted a dog, but we never had space for one. She would’ve loved him.” He gestured toward Riley, who wagged his tail enthusiastically. “Maybe she sent him to find me.”The room fell silent except for the rhythmic ticking of the clock on the wall. It wasn’t a religious statement or a supernatural claim—it was simply a man finding comfort in the idea that love transcends even death. That somehow, somewhere, Eleanor was still looking out for him.
Before I could respond, Mr. Callahan surprised me once more. “Can you take me outside? I haven’t been out in weeks.” His voice carried a mix of determination and vulnerability, like a child asking permission for something they desperately needed.
I exchanged a glance with the nurse, who nodded approvingly. “Of course,” I said, helping him sit up fully. With Riley leading the way, we slowly made our way to the hospital courtyard. The sun was setting, painting the sky in hues of orange and pink. Mr. Callahan took it all in, his eyes wide with wonder, as though seeing the world anew.
When we reached a bench surrounded by flower beds, he stopped and pointed to a cluster of bright yellow blooms. “Marigolds,” he said softly, his voice cracking. “They planted marigolds here.”Without another word, he sat down, leaning forward to touch the petals. Tears streamed down his face, but they weren’t tears of sadness—they were tears of gratitude, of remembrance, of love renewed.
Later that evening, as I tucked Riley into his bed at home, I reflected on what had happened. It wasn’t just about Mr. Callahan speaking again; it was about connection. About how even in our darkest moments, there’s always a thread pulling us back toward light—if we’re willing to follow it.
Life is full of losses, big and small. Sometimes, we lose people, dreams, or parts of ourselves. But healing doesn’t mean forgetting—it means finding new ways to carry those we’ve lost with us. Whether it’s through a memory, a flower, or a furry companion, love has a way of finding us when we need it most.
If this story touched your heart, please share it with others. Let’s spread a little hope and remind each other that even in silence, there’s always a chance to speak again.
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