Skip to main content

'Politically Incorrect' sign turns WI Dairy Queen into 'tourist landmark'

It all started with a Facebook complaint.

A customer complaint on Facebook has brought nationwide media attention – and political controversy – to a Dairy Queen in Kewaskum, Wisconsin. 

It's because of a sign on the restaurant's front door:

According to the location's owner, franchisee Kevin Scheunemann, the sign has actually been up for the last four years, but didn't become a problem until a week ago.

Scheunemann tells GoMN that "a student from Oregon" took a picture of his sign and posted it to the official Dairy Queen Facebook page last Wednesday, triggering a huge thread of comments (which has seemingly since been deleted).

The student's complaint said the "politically incorrect" warning was "extremely offensive," and demanded the company "deal with (the) franchise owner," Scheunemann said. 

Since then, DQ has continued to get comments about the Kewaskum store, most of them in support of Scheunemann and his sign:

For its part, Dairy Queen responded to the controversy with the following statement:

"American Dairy Queen Corporation does not encourage our independently owned and operated franchisees 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 not speak for ADQ Corporation or any of our other independent franchise owners. We expect our franchisees and employees to treat every person who walks through our doors with the utmost dignity and respect. Nothing less is acceptable."

No such thing as bad publicity...

Though the company's response seems to make clear that the Kewaskum DQ is on its own, the firestorm has apparently been great for business.

The store is a "huge tourist landmark at this point," Scheunemann says. "I got people driving hours to take a picture with (the) sign."

And yes, he plans to keep it up.

That said, he tells GoMN he's been in touch with the corporate headquarters in Minneapolis, responding "dutifully" to a request for basic facts about the case, and providing "the history and the goodwill value it represents to my location."

The sign, by the way, was originally put up after Scheunemann received a complaint from a customer upset about the Christian music playing inside the store, CBS 58 reports

Next Up

Karl-Anthony Towns

Timberwolves' winning streak snapped at five games

The Wolves' bid for their longest winning streak since 2014 came up short.

Screen Shot 2020-08-14 at 6.45.53 PM

Teen arrested over fatal shooting of 5-year-old boy in Brooklyn Park

Police say the teen was filming a social media video while handling a gun.

Joe Biden

President Biden coming to Minnesota to promote Bipartisan Infrastructure Law

Tuesday's trip follows passage of the $1.2 trillion Bipartisan Infrastructure Deal.

Kirill Kaprizov

Kaprizov gets into the holiday spirit to rout Jets

Kirill Kaprizov's four points led the Wild to a 7-1 victory.

Kirk Cousins

Coller: Cure to Vikings' disrupted season lies in an explosive passing game

The Vikings go to San Francisco knowing that a win would be a huge boost to their playoff hopes.

unsplash football helmet ground

Judge upholds star QBs suspension for state championship game

Sam Backer, of Chatfield Senior High, won't be allowed to play in Friday's title game.

Screen Shot 2021-11-25 at 7.53.37 AM

Another 5,000 lbs. of goldfish removed from Carver County lakes

It all likely stemmed from people dumping their pets into local waters a few years ago.

Rosaleia Shelton

Appeal to find 19-year-old missing from Bloomington

The teen left her home on Monday afternoon.

hospital, emergency room

Deaths of twin fetuses after woman was shot ruled a double homicide

The woman was shot in the abdomen in mid-September.


moorhead dairy queen dq

Legendary Moorhead Dairy Queen opens for 70th year

The harsh temps weren't enough to stop long lines on the big day.

moorhead dairy queen dq

Car slams into, damages legendary Dairy Queen in Moorhead

The famous DQ was forced to shut down afterwards.

A Twin Cities Dairy Queen is taking dinner-for-two reservations

It's to coincide with the launch of DQ's new chicken and waffles basket.

When spring arrives, so does free Dairy Queen ice cream

DQ will be giving away free vanilla cones on Mar. 20.