Wisconsin Dairy Queen’s “Politically Incorrect” Sign Sparks Nationwide Debate on Free Speech and Tradition

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Across social media, many Americans — especially veterans and small business supporters — rallied behind Scheunemann.

Messages of encouragement poured in:

  • “Finally, someone not afraid to say what they believe.”
  • “As a veteran, I’ll drive miles just to buy ice cream from this Dairy Queen.”
  • “Good for him. We need more kindness and gratitude, not less.”

Locals in Kewaskum, a town of just over 4,000 residents, echoed similar sentiments. For many, the Dairy Queen has long been more than a place for soft serve — it’s a community hub, especially on warm summer evenings when families gather and kids celebrate after Little League games.

“It’s always been friendly and welcoming,” one resident said. “That sign just tells you what kind of place this is — proud, respectful, and full of heart.”

Critics Say It Sends the Wrong Message

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